The latest posters show a lady applying make-up to her eyes and seeing a streak of blood run down her cheek. 'You wouldn't ignore this' reads the copy, implying that we should treat bleeding gums with the same seriousness as bleeding eye sockets.
There are few places left for this outlandish train of thought to go. Someone with blood pouring out of their ears? Or maybe struggling with multiple gunshot wounds?
Can this stuff really be researching well? Only if the focus groups are stuffed with bleeding hypochondriacs.