Those who know me are aware of how easy going I am, however a few things do get me slightly agitated, being an analytical chemist in a former life, one of those is stupid marketing gimmiks dressed up like science.  I love adverts for nano some hybrid particle face cream with active oxygen, but a recent toothpaste ad  has beaten them all...

Toothpaste with Liquid Caclium to repair your teeth...

Update: 25 July 2006 : Gottem, They showed this ad again on UKTV G2 on Sky on 25 July 2006 at 10:30pm.  If you go to here http://www.asa.org.uk/asa/ how_to_complain/ complaints_form/ you can complain about there wild claims......