I don't know many people, children or adults, that are huge fans of the dentist. Most are fans of sugary treats though so trips to the Doctor of Fangs is inevitable once in a while.
To try and combat these 'unfounded' fears people have of dentists and to make them seem like warm, friendly, caring types, (oh and also to promote Colgate Smiles toothbrushes - I almost forgot!), a series of 'Colgate comedy smiles' dental masks were produced and sent out to practices in Hamburg, Germany.
The result is a load of sinister looking drill wielding dentists looming above people's petrified faces as they lay there praying he isn't going to remove all your teeth then lock you in a cupboard.
"Now just relax. You won't feel a thing....".