The dramatic lightning effect and the large percentage "90%" appearing on screen.

The ad opens with a woman looking off-camera, with blue lightning effects in the background. Text appears on screen. The scene transitions to a close-up of the woman, who makes a gesture with her fingers. Then, a tube of Elgydium toothpaste is shown floating against a blue background. The camera zooms in on the tube, highlighting the text. The ad then shows an animated tooth with bubbles, and text appears. Finally, a hand holding the toothpaste tube is shown, with text and the Elgydium logo.