Oral-B brings back "the back"

Australian icon "Rob" the Dentist will return this summer after an absence of almost a decade, but he still won't be showing you his face!

Oral-B has reintroduced the popular campaign with a major change for the new millennium - this time 'round, Rob's traded-up to a power toothbrush.

"We've brought back the back," said Zoey Saunders, Gillette's Senior Product Manager - Power Oral Care. "He's using a new brush, but he is still wearing the same towel."

According to Ms Saunders, Rob first hit television screens in 1982 at a time when people were far less interested in oral health.

"Consumers weren't interested in technical features, they just wanted clean, healthy teeth, and therefore the most effective brush.

"Oral-B wanted to communicate its message to consumers, and ended up settling on a 'dentist'in a towel with his back to camera, accompanied by a John Laws voice-over."

But according to Ms Saunders, there was something about Rob which captured the public's imagination.

"It could have been the air of mystery about him - or perhaps his muscular back!" Ms Saunders said.

"Either way - Rob is back to let people know Oral-B's simple message - that more dentists use and recommend Oral-B toothbrushes than any other brand," she added.

"In fact, research has shown that 87% of dentists use Oral-B power toothbrushes and 91% recommend them to patients [Source: Dental Equity Study 2002]."

So which toothbrush does Rob use?

According to Ms Saunders, "He's entered the new millennium with the new Professional Care!"