A new advertising campaign dubbing Dr. Jodi Foy "the world's nicest dentist" and featuring humorous words of wisdom in each ad is resonating with patients looking for a personable and friendly dentist. The campaign, developed by Distill, has helped the Raleigh dentist attract a significant number of new patients.

"If someone's going to occupy as much of your personal space as a dentist does, they should at least be very nice," said Adam Cohen, Distill's founder and creative director. "And since Dr. Foy is the nicest dentist any of us have ever met — not to mention the most capable — the strategy was a perfect fit."

The quirky ads feature sayings from Dr. Foy on subjects ranging from office music ("Believe me, I don't want to be subjected to the 'Pina Colata Song' any more than you do.") to sports ("It's not whether you win or lose — unless you lose teeth. That's a total bummer.").

"Distill's work instantly set me apart from every single one of my competitors," said Dr. Foy. "They communicated the spirit and passion of my practice in a way that I didn't think was possible. To me, they're a true business partner."

The branding effort includes identity materials, print ads and a brochure.