All the patients featured were encouraged to visit their own dentist as part of their participation in the SENSODYNE Faces of Sensitivity Project and consented and agreed to help SENSODYNE provide educational material for the benefit of raising awareness of what tooth sensitivity is.
Go behind the scenes of our new sensitivity film
Sensitivity is not new, but innovative technology is allowing Sensodyne to get a better understanding of its causes, effects, and how to treat it fast and effectively. The new campaign film from Sensodyne - which you can view by scrolling down and clicking below - shows how cutting-edge filming techniques can pinpoint the exact moment the pain of sensitivity strikes, while advances in science allow us to study sensitivity treatments at a molecular level.
Anyone who has suffered with sensitivity knows that it can be painful, whether it’s a stabbing sensation or a sharp pain, it causes a moment of intense discomfort which shows on your face. The aim of the film is to capture that exact moment to discover its impact and gain a better understanding of the pain of sensitivity.
Director Rod Main is used to filming real people, but the technology he used for the Sensodynecampaign film allows him to get a true close up of sensitivity. To do this the crew used a Phantom Flex4K High Speed Digital Camera that captures over 1,000 frames per second. This means that a moment, which is just a second long, lasts for one or two minutes onscreen. “We could genuinely see the muscles moving and stretching and their face crumpling up to capture that moment of pain”1, explains Main.
Jonathan Earl, Innovation Director for Sensodyne, found this approach inspirational. He thinks it could offer a new way to study sensitivity sufferers and could potentially be used to measure the pain of sensitivity.
Earl is no stranger to applying technology in a novel way to gain a better understanding of sensitivity and how to treat it. While studying for his PhD he began experimenting with advanced microscopes to get a closer look at the structure of teeth.
Strong magnification is particularly important when it comes to studying sensitivity. Teeth become sensitive when dentine, the softer part of the tooth normally protected by the outer layer of enamel, becomes exposed. This contains tiny, fluid-filled tubes called tubules. When you eat or drink something that is cold, hot, or sweet it can cause this fluid to move and, as the nerve in your tooth reacts to this movement, you feel a twinge of pain.
Time for a close up
These tubules are microscopically small. “To put it into perspective human hairs are about 100 micrometres in diameter, but a dentine tubule is about one micrometer, making it 100th the width of a hair”2, explains Earl.
To get an in-depth understanding of these structures within the tooth, Earl and his team collaborate with external experts, often in universities, to use advanced microscopes that offer up to a million times magnification. This nano-science technology makes it possible to see how Sensodyne works to block exposed dentine tubules to beat sensitivity pain fast.
By using the very latest techniques and equipment Sensodyne can understand even more about sensitivity and its impact, allowing it to continually come up with better, more effective products. This innovative approach is what helped it create Sensodyne Rapid Relief, with its new formulation it provides clinically proven relief in just 60 seconds and long lasting protection with twice daily brushing. It helps beat sensitivity pain fast.
1 Rod Main Director Transcript
2 Jonathan Earl, Innovation Director Transcript