This is an awesome ad, but like most TV and Radio spots, they blow it about three quarters of the way through by cutting away from the Japano-cute overload to dull adverspeak. Yawn. Why is it that so many ads start good and then wind down to a crawl? If I made this spot, I'd ramp it UP at the end. I would have a cute Japanese girl, in her underwear, brushing her boyfriends teeth while a puppet that looked like a giant toothbrush gave her instructions on how to best reach his gum line. You could rotate the spot with a guy brushing his girlfriends teeth, girl on girl, boy on boy, threesome, small animals, whatever. Then I'd change that dull tagline to something like "Systema. The second best thing you can put in your mouth" and run a giant billboard of a Japanese schoolgirl giving head to a toothbrush. Or something like that. You get the idea.