Hockey players are some of the toughest people on earth. Injuries and blood are part of the game. Missing teeth show toughness on the ice. There's only one problem. It's really hard to sound tough with no teeth. Imagine a world without Fixodent.
Billboards will be placed along busy freeways and interstates in the featured team's home town.
At home games, fans can send pictures to #fixitron and their photos will appear on the Jumbotron with a toothless grin.