The initial Dutch text "Een gezonde levensstijl zou pijnvrij moeten zijn." (A healthy lifestyle should be pain-free) combined with the visual of a woman drinking tea.

The ad opens with a woman drinking tea, with a large white 'X' graphic behind her and Dutch text. It transitions to a woman in a lab coat, smiling, with the Elmex logo. She touches a button labeled 'Verlicht de pijn' (Relieve the pain). The ad then shows a close-up of Elmex Sensitive Professional toothpaste and mouthwash, with animated graphics illustrating how the product works on teeth and gums. It shows a tooth with receding gums and then a final shot of the product range with a call to action. The ad ends with a close-up of a smiling woman.