Stride gum has so many uses, it needs its very own infomercial

Posted on Thu Feb 26 2009

If you're trying to sell gum, an infomercial sounds like overkill. You don't really have to demonstrate its uses or anything, right? Wrong. This three-minute ad for Stride Gum from JWT shows various alternatives to just chewing the stuff, including using it as a "tiny one-way boomerang" or as fake eyebrows. (Such uses come in handy, you see, because Stride is said to never lose its flavor. No need to buy a second pack.) The ad could pass for a real infomercial with its voluble Married With Children-like crowd and special guests, including a "world-famous scientist" and a "paid actor." For now, it's only running online. But JWT creative director Jackie Hathiramani says the agency hopes to get it on TV, preferably late at night. Says Hathiramani: "In hard times, you have to have a hard sell."

—Posted by Todd Wasserman

Trident gum is totally, hopelessly in love with Joe Biden's teeth

Posted on Wed Jan 21 2009


Newly minted vice president Joe Biden is known for the pearls of wisdom that flow from his always-open mouth, but who knew his pearly whites had a fan club, too?
  It appears Cadbury-Adams' Trident brand has set up—or, more likely, aligned itself with—a Web shrine devoted to Biden's chompers. Visitors to can get free gum by uploading their own grinning mugs. Or they can simply drop by to admire the veep's glistening incisors, canines and near-holy molars, accompanied by phony Joe quotes in talk bubbles, like, "There is no greater form of domestic terrorism than the plaque on your teeth." There's also a Battle Hymn of Hygiene and a game in which players try to recognize Biden's teeth from a group that includes toothy celebrities like Tom Cruise, Steve Buscemi and Mike Tyson.
  There's also a testimonials page, where fans write stuff like this: "It's like the whitest clouds and the strongest mountain had a baby. Spectacular. These are Gods teeth."
  The site, which is in no way endorsed by Biden, says its mission is to "reduce our dependency on porcelain and metal fillings through the investment in clean and renewable enamel." The designers also say they would love to appear "on The Colbert Report in bear costumes."

—Posted by Becky Ebenkamp



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