Less Is More

The notion that simplicity and clarity lead to good design... Van Der Rohe was right about this. Simplicity sells, plain and simple, and that's exactly what this ad is about.
There's not a single element in this ad that needs to be added or withdrawn. A minimal visual concept, a logo, one word to reinforce the main selling element and you're done!
Congrats to the designer (C. B. Grey in France) and the client (Sensodyne) for letting the agency keep this ad simple. The hardest part of designing isn't coming up with ideas; it's making sure the idea stays simple.

[I love the hard hat concept!]