I’m not sure where the “myth” that gum-chewing gives a bad impression comes from, but Beldent and Del Campo Saatchi & Saatchi set out to disprove it in a social experiment called “Almost Identical,” which was conducted October 1st at the Museum of Contemporary Art in Buenos Aires.
The experiment, conducted under the assumption that such a myth exists, employed five pairs of identical twins. Each pair of twins were dressed and presented identically, with the only difference being that one of the twins was chewing gum. Onlookers were then asked a series of questions about their impressions of the twins, ranging from “Which one seems like he has more friends?” to “Which of these bosses would give you a raise?” to “Which one has a better sex life?” The gum-chewing twin received the more positive answer 73% of the time. Beldent would like that to mean that they’ve proven that “chewing gum doesn’t give a bad impression” but, rather, does the opposite. Obviously, that’s extrapolating a bit much from the limited survey, but this is marketing, not social science. I just feel bad for the twins that had to chew gum all day. That must have been hell on their jaws. Credits after the jump.CREDITS:
Client: BELDENT
Title: “ALMOST IDENTICAL”
Agency: Del Campo Saatchi & Saatchi
Executive Creative Directors: Maxi Itzkoff / Mariano Serkin
Creative Directors : Juan Pablo Lufrano / Ariel Serkin / Ammiel Fazzari / Matias Eusebi
Agency Producers: Adrian Aspani / Consuelo Gimenez Uriburu
Account team: Ana Bogni / Oriana San Martin
Planner: Regina Campanini
Production Company: Agosto Buenos Aires
Directors: Diego & Vladi
2nd Unit: Pato Martinez
Installation artist: Guillermo Marconi
Executive Producer: Luli Krämer / Chula D´Amico
Postproduction Company: La Posta
Sound Designer: Tres Sonido
Music: Circle of sound
Advertiser’s Supervisors: Sebastian Genesio, Diego Serantes, Maximiliano Diaz, Victoria Feu, Angeles Curia.