The large, blurred 'X' graphic and the opening Dutch text about a pain-free lifestyle.

The ad opens with a man drinking a smoothie, with a large blurred 'X' graphic behind him. Text appears on screen. The scene then transitions to a woman in a lab coat, with the Elmex logo and a toggle switch graphic. She points to the switch, which changes to show 'Verlicht de pijn'. The ad then shows a close-up of a tube of Elmex toothpaste, with text about advanced pain relief. Animated graphics show how the toothpaste works on teeth and gums. The final scene shows the Elmex toothpaste, mouthwash, and toothbrush, with a call to action. The ad uses a bright, clean aesthetic with a teal and white color palette.