Who's more concerned about their appearance than gay men? And who's going to get the word out about Crest's new tooth-whitening system more effectively than journalists? How about gay journalists?

The New York Gay Journalists' Association holiday party is a low-key gathering that nonetheless attracts many of the city's print, wire and television professionals. This event saw reporters from The New York Times, Wall Street Journal, CBS News, Bloomberg, the Bergen County Record, GFN.com, a writer for Seventeen Magazine, a CNBC business correspondent, a Fox News Channel producer, and many others.

We hired attractive models with white teeth to present gift bags containing the tooth whitening system to guests as they left the party.

Our models explain Whitestrips' product benefits in a friendly manner to curious guests. Being models, they already knew a frightening amount about the tooth- whitening process.