Welcome to tonight's Main Event, pitting Colgate-Palmolive against Procter & Gamble.

In this corner we have P&G, which is preparing to launch a huge campaign that positions its Crest Pro-Health brand as an important tool in your personal health arsenal.

In the other corner C-P, sporting its Colgate Total line and using a campaign that tries to make us feel emotionally good about using Total by sporting Brooke Shields in a new commercial.

These two contenders for your toothbrushing needs have squared off in the past, leapfrogging each other occasionally as the market leader. This bout, pitting information against emotion, is sure to be an ugly one, albeit an ugly one with sparkling white teeth.