Corsodyl 'gorgeous' by Grey London
In its first TV campaign, GlaxoSmithKline's Corsodyl mouthwash has gone for laughs with a parody of health and beauty advertising.
In the ad, a camera travels over the naked body of a female model, who is standing a field of wheat. In the final moments, the model is revealed to be missing some of her front teeth.
As this happens, a voiceover explains the perils of gum disease and how it can lead to sufferers losing their teeth.
The £900,000 campaign, created by Grey London, will be supported by press and poster activity.