McCann Erickson is rolling out a new spot for Dentyne that compares gum with condoms. Using the tagline "Practice safe breath," the commercial shows a trio of men in need of protection from halitosis, lest it inhibit freaky time. One is about to get into it was a comely blonde in the backseat, another is nervously buying protection in a drugstore, and a third wakes his roommate late at night because he's got a guest. The spots are part of McCann's effort to make the Cadbury brand a little more hip to the kids. Last year, it rolled out a campaign that took its cues from social networking by urging people to get out in the real world.
—Posted by Brian Morrissey