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The Signal Sensitive Expert Toothpaste ad campaign appears to have taken some notes from the Ancient Greek tactical team. As though inspired by the famous Trojan Horse they used to invade the city of Troy, fun foods and drinks such as ice cream cones and a can of pop have been turned into war machines.

Conceived and executed by Lowe, an ad agency based in Singapore, the Signal Sensitive Expert Toothpaste ad campaign shows that each treat can pack quite the uncomfortable and even painful punch if enjoyed without the necessary protection. It was art directed by Ang Sheng Jin and Alex Tan with creative direction by Joseph Cheong. Illustrations and photography were done by Surachai Puthikulangkura.