I recently received word of a new innovation in the Oral care market called Amabrush (seemingly pronounced like Armour Brush rather than ‘I’m a Brush ‘which would have been better at explaining what the hell this is, I think).

It’s a tooth brush that looks like a boxers gum shield and when you stick it in your mouth, gives you the exact look of the gimp from pulp fiction except with the addition of self dosing peppermint paste.

The designers say that the new style brush ‘makes cleaning your teeth more efficient’ by reducing the time it takes to 10 seconds.

It also by all accounts makes you look more attractive to your hipster partner as you can see:


Mmm, yes indeed. That’s one sexy look!

Not ones for avoiding unnecessary hyperbole, the manufacturers claim that you can save up 100 days of your life just by using Amabrush.

100 days of your life, you can spend at that new gastro pub, eating food served on a first generation iPad, explaining to friends why you find your partner so damn sexy walking around the bedroom with an oscillating pair of oversized dentures.

Moving onto the Reasons to Believe.

Firstly the designers have the basics covered.

Good to see it’s waterproof! Wouldn’t want my €119 vibrating ‘I’m a brush’ dissolving in my mouth on first use.

You’ll also be glad to hear that a brush so clearly designed to bring couples closer together through it’s functional yet stylish aesthetics lets the mouthpiece ‘easily be swapped between family members!”

Hmm, scrummy!

At the last count, the designers had only a working protoype and €3,800,000 of funding for their ‘door knob shaped dental gobstopper’.

I wish them luck, but I think I’ll stick with cleaning my teeth the old fashioned way no matter how unattractive that may be to the opposite sex.

If you want to know more about the Amabrush you can watch here:

Mat Shore is a professional innovations speaker and founder of Outside In, a consulting and training company specialising in creating competitive insights and value propositions. You can buy his book ‘The Seven Deadly Sins of Innovation’ and his upcoming new book ‘The Seven Heavenly Habits of Innovation’ now on Amazon.