A new TV ad starts with a close up of bare feet walking in the long grass. The camera pans slowly up a naked body in the sunlight. The beautiful young model turns to smile and we see her gap-toothed mouth (probably inked in with black pen).

It’s advertising Corsodyl Daily Defence, a treatment for gum disease.

I know what they’re trying to do…’sex sells’. But is it really appropriate, relevant or necessary in this case? I don’t think so.

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