Edinburgh-based dental surgery Lubiju scored PR in Scotland after a high-profile TV award was dedicated to a celebrity dentist.
X Factor judge Simon Cowell dedicated his prize at the National TV awards to his dentist.
But the dedication of his accolade for Most Popular Talent Show might be met with skepticism from some Scottish dental patients.
Dentistry.co.uk website revealed that nine out of ten patients coming to Lubiju dental surgery in Edinburgh did not favour as bright a smile as Simon Cowell sported.
Holyrood PR PR in Edinburgh provides public relations for Lubiju cosmetic dentistry.