Noticed how pleasure and pain so often come in matching pairs?
We’re not being philosophical – we’re thinking of ice cream and cold drinks on a summery day, of ice clinking in a frosty glass ... and of the agony of people with cold-sensitive teeth.
Grey Düsseldorf’s commercial for Sensodyne dramatises the scary reality of ice to those people. It throbs with menace, but only to inform – unforgettably – that the solution is Sensodyne, the leading toothpaste for sensitive teeth.