Putting up with the pain that sensitive teeth brings is an everyday affair. It became obvious to us that in order to connect with sufferers, we had to use daily food items to highlight the problem.

We took common hot and cold food items and dramatized the pain that would be unleashed into its victim. The carefully crafted ads not only drew much attention, they resonated with individuals who suffer from sensitive teeth.

By hyper-exaggerating the agony, the campaign clearly positioned Signal Sensitive Expert as the best remedy for extremely painful situations.