Print ad: Reach Dental Floss: Tightrope

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Johnson & Johnson is a champion of oral hygiene, but the general perception is that brushing your teeth is enough to prevent gum disease and tooth decay, even if it doesn’t finish the job. They requested a leading print campaign from JWT Dubai that communicates the thorough cleansing action of the product, while leaving a nagging doubt in consumer’s minds about the effectiveness of brushing alone.