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Arm & Hammer, the toothpaste and baking soda manufacturer, is turning to TV to steal a march on rivals by staking its claim to offer night time protection for teeth.
The US consumer products company is putting 1.2 million [pounds sterling] behind the launch of a new product, called P.M., which it claims will lead it into a new and untapped sector.
The advertising, which breaks on satellite channels on Monday, is the work of Scholz & Friends, which took on the Arm & Hammer account when it acquired CKMP in August last year.
P.M. is designed to reduce the build-up of sticky plaque and bad breath bacteria at night.
Written and art directed by John Kennedy and Steve Spence, the agency's creative directors, the 30-second spot takes a humorous look at a date ...