The TVC opens with a beautiful woman getting ready to go out. You see her choose a dress and apply make-up. As she puts on mascara, blood slowly dribbles down from the corner of her eye. The voice-over says, “We wouldn’t ignore blood from any other part of our body.”

We then see her brushing her teeth and immediately juxtapose her spitting blood into the sink, at which point the voice over adds, “So why do we ignore it from our gums? If you spit blood when brushing your teeth, it could be an early sign of gum disease, a leading cause of tooth loss.”

The resolution, Corsodyl, is then introduced with copy that reinforces its proven clinical efficacy: “Corsodyl mint mouthwash is clinically proven to treat gum disease.”

At this point, the final denouement: Looking immaculate, she pulls back her lip to reveal a missing tooth - “…because after all, a missing tooth is harder to ignore.”

The ad then signs off with the line, “Corsodyl – for people who spit blood when they brush their teeth”.