The Sex Pistols star of the ‘70s, Johnny Rotten (Lydon), used to boast about his rotten teeth. But he is no longer a rebellious punk. And the dental problems that ended up endangering his life have been fixed – a process that took two years.

Amsterdam Berlin founder, Moritz Grub, found out about this in an interview Rotten did for the-talks.com, in which he recounted, “I paid a lot of money to have my teeth fixed because they were making me seriously ill. I found out that a great deal of the amount of time I spent ill was because of my teeth. So I had to do something really serious, and it cost me a lot of money. Within a week of having all these put it, they’re all false, I broke this on a cherry stone. I thought, ‘Fuck that, I’m not going back and having all that operation on my gum ever again’.”

OK, Johnny Rotten is still a little rebellious. But that only makes him a better frontman for Amsterdam Berlin’s client, happybrush – a start-up taking on the big dental care companies.

happybrush is an electric toothbrush sold through mail order, with a powerful battery, a fair price, no unnecessary plastic packaging for the brush-heads and no harmful ingredients in the toothpaste, only natural mint oil.

Not one word of the message Rotten delivers was scripted. Moritz interviewed Rotten and the film comes entirely from his answers.

Credits:

Creative agency: Amsterdam Berlin
Concept and director: Moritz Grub
Production company: Amsterdam Berlin
Post production: Bwgtbld Berlin