Ask: Make Oral-B a necessary part of people's daily routine.

Consumer Insight: People want to have good hygiene, they're just lazy sometimes.

Brand Insight: Floss helps people be healthy/clean in a very simple way.

Idea: Show that cleaning your teeth isn't complete without flossing (Just as certain monuments wouldn't be complete without all the details).

Line: Finish the Job

How Does It Live: Visuals of famous monuments without their defining details (incomplete monuments).