A mother tending to her baby.

The ad opens with a mother changing her baby's diaper. The scene then shifts to close-ups of cleaning actions: a hand cleaning a baby's foot with a wipe, a vacuum cleaner cleaning the crevice of a white sofa, and a hand scrubbing grout lines in a bathroom. The final scenes show a woman using a GUM interdental brush and then a display of GUM interdental cleaning products.