BUT better late than never to share. I just saw this gum ad from Dentyne that rolled out in 2008 that was striking and that I LOVE. I love it because it makes perfect sense and nods to the relevant culture of technology in a way that makes a statement without making a fuss. It's bold but it's got grace. That's cool.
What's interesting however, is this idea of attaching brands to relevancy. Everything communicates so the ad obviously says something about the brand regardless. The ads that attach themselves to relevant culture stand out, but the question is, to they successful differentiate themselves?
This ad makes me a believer in chewing gum, but I'm not convinced it makes me a believer in chewing Dentyne gum. On the other hand, as I walked to lunch today and saw the enormous point-of-purchase for gum along the check-out line at the local cafeteria/restaurant I find myself eating at way too often, I took notice of Dentyne for the first time in a long time (Trident Cool Colada has been the only object of my gum affection since it's introduction into the market) and thought to myself, "Aw." That "aw", while the frequency and longevity currently unknown, means something worthwhile.
Anyways, here are the ads. Enjoy!
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