JWT's Trident Smiles in Print, Not TV

NEW YORK J. Walter Thompson’s new print campaign for Trident White’s Cool Rush gum reveals people by their gleaming white smiles.

Three print ads by the New York shop show people who would rather remain hidden—a man under a woman’s bed as her husband enters the room, a jewelry thief and a peeping Tom—but their smiles give them away. Copy reads: “A whiter smile gets you noticed. Even if you don’t want to be.”

JWT art director Adam Pierno and copywriter Chris Baier created the work.