Make the Problem the Villain in Ads
Published on
Most ads make the product the hero and accidentally make the customer the loser. This Sensodyne ad flips it perfectly: the donut is the villain, the tooth is the victim, and the toothpaste rides in as the savior. That simple shift makes the whole visual instantly understandable and emotionally punchy.
The Donut Is The Bad Guy
In the ad, a fierce, heel-wearing donut is literally stomping a screaming tooth. You instantly feel the pain of sensitive teeth without a single “feature” mentioned. The headline “Want to savor a donut, but can’t?” puts words to the scene, then the body copy quietly introduces Sensodyne as the fix. Problem first, product second.
Why This Visual Villain Works
- You immediately understand the conflict: delicious food vs fragile teeth.
- The viewer identifies with the tooth, not the product, so empathy kicks in.
- The exaggerated villain makes the pain memorable and shareable.
- By the time Sensodyne shows up, the customer already wants a solution.
Steal This Move For Your Ads
Sensodyne turns a cute donut into a cruel attacker so the audience feels how tooth sensitivity ruins simple pleasures.
Creative Variations
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