e�ve all heard - some even used - the phrase "bringing the smile back on a face". In this case too, the smile is back... but in the advertising idea. Happydent White, the mint-flavoured whitening gum from Perfetti Van Melle, has a new TVC that stretches the idea of the 1000-watt smile to drive home its point.

The ad opens in what appears to be a makeshift studio, where a bumpkinly female �model� poses for a photographer wielding an ancient camera. Every time the girl poses for a shot, our photographer yells "ismile" and clicks. This happens a few times and finally the tired and visibly bored girl refuses to pose any further. ... more