It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. "There was the Caucasian female lead, with the French manicure," Osifchin says, "or the black guy in a secondary role only."
"Everyone wants to control video game characters by chewing. Right? Right?!" Working off a brief that apparently read something like that, Stride Gum, Wieden + Kennedy London and Johnny Two Shoes have launched Gumulon, which uses the front-facing cameras of iOS devices to detect your mouth movements. By chewing, you can make a helmeted alien named Ace jump around to avoid the clutches of a prehistoric cave beast. Once Ace gets eaten, the camera take a shot of your crazily chewing face, which you can share on social media. (That's an improvement on the barf faces some party hearties like to send around.) Gumulon is available for free in the App Store because, really, who would pay for such a thing? It can also be played by tapping iPhone, iPad and iPod touch screens, so those with lockjaw won't miss out. Where will it end? Silicon Valley investors may soon be lining up to back Belchulon, SpitScreen! and Musical Toots—at all of which, by the way, I'd be unbeatable.
Wieden + Kennedy has expanded its relationship with Mondelez, adding lead creative responsibilities for Trident in the U.S. The gum account—awarded to the agency without a pitch—was previously at the New York office of Saatchi & Saatchi, which won the business in 2011 following a review. Saatchi will continue to lead Trident's advertising abroad.
Target isn't advertising in the Super Bowl, but the big-box retailer hopes to garner consumers' attention anyway, with a mobile game called Snack Bowl.
MediaVest will start handling U.S. media planning and digital buying for Mondelez International's gum and candy brands in April, the packaged foods giant confirmed on Friday. Those responsibilities, previously at Horizon Media, include work on brands like Trident and Stride.
IDEA: For years under JWT, Stride was "the ridiculously long-lasting gum." Wieden + Kennedy in London, which took over U.S. ad duties in December, felt that positioning had lasted a bit too long—that the product benefit had been encroached by rivals. W+K decided to explore the emotional benefits of gum instead.
JWT Puerto Rico slapped together four new spots for Stride featuring an emotionally troubled green gumwad who's been left to ponder his mortality under a high school desk. He wallows in self-pity, harangues a pair of cheerleaders and a janitor, and considers suicide before happily getting re-chewed by some doofus high school kid. A (literally) gross misplacement of priorities. Who chews gum they left under a desk, anyway? These two deserve each other. Three more spots after the jump. brightcove.createExperiences();
This JWT spot uses gross-out humor to illustrate that Stride gum is ridiculously long lasting, even if those who chew it aren't. A woman brings home an urn containing her husband's remains. It falls from a shelf, and when the widow peers at the ashes on the floor, she sees a chewed stick of Stride. She promptly pops the wad in her mouth.