When Willamette Dental Group wanted to promote its new and improved online appointment scheduling process to current and prospective patients, DVA was asked to find a way to convey the message in a unique and memorable way. Dental care probably isn’t at (or even near) the top of the list of things people think about while walking down the street, riding public transportation, or driving in their car, but it is often when people are least expecting something that the opportunity to reach them is at its greatest. We developed a series of exterior transit ads that were quick, clever, and straightforward, and delivered them to a captive and receptive audience. And while our efforts didn’t take the pain out of a dentist visit, they did help convey the news that scheduling a dentist appointment can be pain free.