In possibly the most masculine move ever, advertiser Ogilvy Argentina and Salta beer teamed up to give rugby players special tooth implants that can open bottles.
This ad may seem absolutely absurd, but there are real life rugby players opening bottles with tooth implants as we speak. Argentina's rugby players—not unlike the NHL's hockey players—have a tendency to lose their teeth during the game, so implants are commonly needed. "We decided to give rugby players back the teeth they had lost in battle. But we weren't going to give them a simple tooth back. We developed a unique dental implant—a specially designed tooth to open beer," the ad explains.
The dental surgeon featured in the ad, Dr. Sebastian Juri, explained the process and gave us a preview of what the tooth would look like in action.
While it's true that some people can open bottles without the aid of a fancy sponsored implant, this new method is probably way less painful.