Trident gum leaves dentist, finds happiness

Trident may be the gum recommended by four out of five dentists, but lately it’s been making a much softer sell—that it’s just “A little piece of happy.” What exactly do they mean by that? It’s tempting to characterize the commercials, from JWT New York, as oddvertising in league with Skittles and Starburst, but they’re really more magical realism with a touch of sweetness (reminiscent of the Skittles stuff from the mid-’90s). In the ad above, a flower grows an extra petal for a little girl to pluck.