The Spot: Chewing Is Believing

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. "We chatted to a load of gum chewers," said creative director Sam Heath. "A common theme was how gum gives you just a little boost of confidence, a little nudge to be more comfortable, more 'yourself' in any situation.