The large blurred 'X' graphic and the question about sensitive teeth.

The ad opens with a woman exercising and drinking from a water bottle, with a large blurred 'X' graphic behind her. Text appears on screen. The scene then transitions to a woman in a lab coat, with the Elmex logo and a power button graphic. She points to the button, and the text changes. The ad then shows a close-up of Elmex toothpaste packaging, with animated graphics illustrating its benefits. Finally, it shows the Elmex product range (toothpaste, toothbrush, mouthwash) and ends with a close-up of the woman smiling.