The Spot: Chewing Is Believing

A guy finds the confidence to be cool with his ex in W+K's first Stride ad

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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.

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