Does Chewing Gum Make You Seem More Fun?

Del Campo Saatchi & Saatchi and Beldent Set Up an Experiment to Find Out

Published on

Editor's Pick

Beldent Gum (the Argentine version of Trident) wanted to show that chewing gum doesn't send a bad impression -- contrary to what your parents and career advice columns have told you. In fact, it can actually make you look like someone who has a lot of friends, great sex and is an all-round good time. So the brand conducted an experiment via an art installation using identical twins at the Museum of Contemporary Art, Buenos Aires. Visitors were shown several pairs of twins, one chewing gum and the other not, and asked a series of questions. They included: which one had more party invites? A better sex life? Was more likely to give you a raise, or a parking ticket? Of the 481 people who participated in the experiment, 73% favored those twins who chewed gum.

The campaign was dreamed up by Argentine agency Del Campo Saatchi & Saatchi, whose innovative projects for regional clients such as Andes Beer, BGH and Norte have already multiple awards.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Nov 19, 2013
Agency:
Del Campo Saatchi & Saatchi
Client:
Beldent
ECD:
Maxi Itzkoff
ECD:
Mariano Serkin
CD:
Juan Pablo Lufrano
CD:
Ariel Serkin
CD:
Ammiel Fazzari
CD:
Matias Eusebi
Agency Producer:
Adrian Aspani
Agency Producer:
Consuelo Gimenez Uriburu
Account Team:
Ana Bogni
Account Team:
Oriana San Martin
Planner:
Regina Campanini
Prod. Co.:
Agosto Buenos Aires
Director:
Diego & Vladi
2nd Unit:
Pato Martinez
Installation Artist:
Guillermo Marconi
EP:
Luli Kramer
EP:
Chris D'Amico
Postproduction:
La Posta
Sound Design:
Tres Sonido
Music:
Circle of Sound
Supervisor:
Sebastian Genesio
Supervisor:
Diego Serantes
Supervisor:
Maximiliano Diaz
Supervisor:
Victoria Feu
Supervisor:
Angeles Curia

See more credits

Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age