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In our VITA Teeth advertising campaign for VITA Zahnfabrik, the product is brought to life. Each advert shows VITA teeth conducting a monologue or a dialogue in everyday language with double meanings that could also be applied to the key benefits of the product itself. To catch the eye, a full-sized conventional tooth base for six teeth is used. The target group of dental technicians should recognise this from their daily use of such items. However, in this case, the teeth portrayed in this way are shown emerging at odd angles from the base or coming out of it entirely. This inclines dental technicians, who are accustomed to a perfectionist working style, to straighten the teeth, thus providing for maximum attention. Aesthetic values and clear structure underline the high quality of VITA Teeth and VITAs special expertise. The advertising campaign features an unusually humorous approach for the dental business and demonstrates individuality and confidence.