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The campaign ‘The Sweet Truth’ adopts a “shock approach” to stress the importance of brushing at night. The ad is based on the insight that most Pakistanis love to end their meals with something sweet but neglect to brush their teeth. The commercial opens with a series of intriguing scenes where people of all ages are shown rubbing sweet dishes on their teeth. This mysterious action captures the audience’s curiosity, compelling them to watch till the end.
