The Signal toothpaste advert from the late 1970s featured a school preparing for an *Alice in Wonderland* play. The teacher searched for Alice, only to find she was at the dentist. The advert ended with a reminder that regular brushing with Signal helped avoid such dental troubles. The advert was part of a long-running campaign by Unilever that focused on family health and trust, rather than glamour or humour, which was unusual for toothpaste commercials at the time. It was filmed in a real prim