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The warped faces used in the Colgate Total Dental Floss ad campaign may seem very disturbing, but it highlights a very important message. Food stuck in people’s teeth can ruin their beauty, or so it states in the tag line penned by copy writer Lucas Casao. People will hone in on that disgusting piece of corn, lettuce or bean and let it color their judgement about everything else.
The Colgate Total Dental Floss ad campaign was conceived and executed by the Young and Rubicam ad agency based in São Paulo, Brazil. Art directed by Guilherme Racz with creative direction by Rui Branquinho and Flavio Casarotti, it is pretty hilarious. With an enlarged mouth and set of teeth as well as shruken eyes and nose, the faces look like reflections in a funhouse mirror.