# Biting Dental Advertisements Philips Sonicare Makes a Witty Reference to the World Cup Suarez Bite By Laura McQuarrie | Published 2014-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/suarez-bite References: [coloribus](http://www.coloribus.com/adsarchive/prints/philips-sonicare-suarez-19543605/) & [sonicare](http://www.sonicare.com/) This funny ad for [Philips](https://www.trendhunter.com/trends/sonicare-9900-prestige) [Sonicare](https://www.trendhunter.com/trends/oral-health-night) doesn't say it outright, but if you watched the 2014 World Cup game between Italy and Uganda, you know that it's a reference to the now infamous Suarez bite. The text ad promotes the Airfloss as a solution to having "a bit of Italian stuck between your teeth." As well as being a clever way to keep on top of all of the World Cup hype, the ad also plays on the chance that Italian food might get stuck in your teeth from time to time. Although sports and routine dental care hardly seem to go hand in hand, the witty ad by [Ogilvy & Mather](https://www.trendhunter.com/trends/hiders-keepers) in London is a brilliant way for a flossing tool to tie itself to football. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 11% | Activity: 38% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Humorous Advertising:** The use of humor in advertising campaigns creates an emotional connection and increases brand recognition. - **Memorability Marketing:** Creating an ad that references a noteworthy event or trend ensures viewers remember the brand. - **Unconventional Marketing:** Unconventional marketing techniques, as seen in this ad, are a way to make a product stand out. ### Who This Affects Most - **Dental Care:** Innovative dental products and services that utilize humor and pop culture references in their marketing campaigns could attract a younger audience. - **Sports:** Collaborative advertising campaigns between dental care companies and sports teams/athletes may increase brand awareness and consumer trust. - **Advertising:** Marketing agencies that offer unconventional and memorable advertising strategies may have a competitive advantage in the industry. ## Related on Trend Hunter - [Hilarious Shawarma Soccer Ads](https://www.trendhunter.com/trends/ad-for-osmows.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Smile-Reflecting Toothpaste Campaigns](https://www.trendhunter.com/trends/freeyoursmile-campaign.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Soccer Soda Brand Campaigns](https://www.trendhunter.com/trends/world-cup-marketing-campaign.md) - [Football-Focused Candy Campaigns](https://www.trendhunter.com/trends/win-a-day-in-their-boots-promotion.md)