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Fake No, Holly’s teeth really are this white: Toothpaste advert cleared of using TV trickery
12:10 GMT, 5 December 2012
She is known to daytime TV viewers for her perfect smile and gleaming teeth.
But when Holly Willoughby appeared in a commercial for toothpaste, some viewers asked if her dazzling grin was the result of TV fakery.
Now, however, advertising watchdogs have told them that the 31-year-old presenter’s teeth really are that white.
Dazzling smile: When Holly Willoughby appeared in a commercial for toothpaste, some viewers asked if her dazzling grin was the result of TV fakery
The co-host of ITV’s This Morning found herself at the centre of complaints after promoting Oral-B 3D White Brilliance toothpaste.
One viewer said her teeth were so white that the image must have been digitally enhanced.
Another suggested her teeth could appear so clean and bright only following professional whitening, rather than simply using the toothpaste.
However, the Advertising Standards Authority has ruled that the images were genuine after examining the raw film footage provided by Oral-B maker Procter & Gamble.
The firm backed up its assurances
with a signed letter from the star, which confirmed she had used the
advertised product over a two-week period before filming and noticed
visibly whiter teeth.
The advert, for Oral-B 3D toothpaste,
featured a woman and a man sitting on a bus with a voice-over that
said: ‘When you smile, the world smiles back. Introducing new Oral-B 3D
White Brilliance toothpaste.
Friendly: Holly Willoughby co-hosts ITV's This Morning with Phillip Schofield
‘It helps whiten the front, back, and visible gaps between teeth, for whiter teeth in 2 weeks.’
The ad then backed up the claims with an appearance by Holly Willoughby, who is famed for her natural beauty, who stated: ‘You see! No one can resist the perfect white smile. That’s why Oral-B 3D White is always part of my beauty regime.’
The daytime TV presenter, who makes a lucrative living from a number of commercials, then smiled, revealing her perfect white teeth.
The makers of Oral-B, Procter & Gamble , rejected the complaints and provided both the raw footage of Holly and the final commercial plus a guarantee that there had been no digital enhancement to her teeth.
The firm said her teeth had been cleaned prior to the shoot, but not whitened.
The company backed up its assurances with a signed letter from the star, which confirmed that she had used the advertised product over a two-week period prior to filming the ad and noticed visibly whiter teeth.
The body which pre-vets TV commercials, Clearcast, said they had also received written confirmation from the presenter stating that the commercial truly and accurately represented her opinion and experience of using the toothpaste.
The ASA said while there had been some changes to the original footage, the outcome did not misleadingly exaggerate the effect of using Oral-B 3D.
‘We examined both the graded and un-graded versions of the ad and noted the overall appearance of Ms Willoughby’s teeth in the ad had not been significantly modified,’ it said.
The ASA said: ‘Because Ms Willoughby had used the advertised product for a two-week period prior to filming the ad and noticed visibly whiter teeth, her teeth had not been whitened prior to filming the ad and her teeth had not been significantly modified during post production, we considered the ad did not exaggerate the efficacy of the advertised product.
‘We therefore concluded that the ad did not breach the Code.’
The ruling is potentially a huge money-spinner for Procter & Gamble, which will now be able to claim ASA backing for its claims to deliver whiter teeth in just two weeks.