Brewer replaces rugby players' missing teeth with bottle opener implants

BUENOS AIRES, April 29 (UPI) -- An Argentinian beer company replaced rugby players' missing teeth with bottle opener implants as part of an ad campaign.

The Salta beer ad, created by agency Ogilvy Argentina, documented how the company teamed with an oral surgeon "to reward players who gave everything they've got on the field -- including their teeth."

"We decided to give rugby players back the teeth they had lost in battle," the ad says. "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 implants, which were installed by Dr. Sebastian Juri, bear the Salta brand name and were demonstrated to be working beer bottle openers by the patients at the end of the ad.