The initial shot of the woman holding the toothpaste box and the prominent "NOVINKA" (New) text.

The ad opens with a woman holding a box of LACALUT toothpaste. The scene transitions to show the toothpaste tube and box, highlighting the 'PLUS' and '2-PHASE TECHNOLOGY' features. It then shows a close-up of inflamed gums, followed by a woman covering her mouth, implying bad breath. The woman reappears, smiling and holding the toothpaste. The ad then shows a CGI animation of teeth and gums, with blue plus signs representing the toothpaste's action, and text indicating results from the first use. Finally, it shows a close-up of a bright, healthy smile.