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Excellent toothpaste ad designs

Squeamish about ice cubes? Shudder at ice cream? Then these adverts are about to touch a nerve.

It won't come as a surprise that designer Joseph Cheong started out as a student of mechanical engineering. His superb 'When the pain strikes' ad designs for Signal toothpaste are laden with cogs and gears, building wonderful miniature Rube Goldberg systems into snacks that are hellish for sensitive teeth.

Once you've pulled yourself out of these marvellous miniature worlds, be sure to head over to Cheong's Behance page to see more of his work. And remember to floss.