Courtesy of
Matt Merkin
Updated July 30, 2015

This piece originally appeared on

The jack-o-lantern grin of certain athletes might seem like an inevitability to the casual fan, almost a price of entry to the professional realm. For one Argentinian dental surgeon, though, it was a chance to turn lemons into lemonade…or beer.

Salta Beer, a popular Argentinian brand and rugby sponsor, partnered with Dr. Sebastian Juri to “give rugby players back the teeth they had lost in battle,” designing a premolar replacement that not only masticates, but works as a functional bottle opener.

It sounds like a joke a copywriter might come up with after a few too many beers, but as the ad—conceived by Ogilvy & Mather Argentina—shows, these replacement teeth are very real. And that’s what makes them brilliant: it’s a completely goofy idea followed through with sincerity. Of course rugby players need new teeth. And of course rugby players drink beer. In a way, it’s strange no one thought of this sooner.

As the bombastic narrator in the commercial declares over footage of the teeth being implanted, “Never had a brand been so close to its target audience; in fact, Salta Beer was getting into its target audience…literally.”

If you don’t mind the sight of a little dental surgery, the wackadoodle video is definitely worth a watch.

Related: Make/Do: The Miracle Method for Getting The Most Out of Your Citrus 
Expert Advice About Which Mixers You Should Never Use 
Revolutionary Bar Hacks You Need to Know Right Now 

You May Like