The extreme close-up of the man's face and his exaggerated expression.

The ad opens with a close-up of a man's face, his mouth open and tongue out, showing his teeth. Text overlays appear with percentages and Bulgarian words. The scene then shifts to a laboratory setting with beakers and test tubes containing blue liquid. A person in a lab coat holds up a tube of Elgydium toothpaste. The final scene shows the Elgydium toothpaste tube prominently displayed against a blue background, with text indicating it is recommended by dentists.