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Trident: Grinning Ninjas

Trident White, an alleged tooth-whitener of a gum, is clearly not a kids' product, unlike the old, "Who wants Trident?" and the overexcited junior refrain of "I do! I do!" So grand larceny, adultery and voyeurism are right up the

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Trident White, an alleged tooth-whitener of a gum, is clearly not a kids' product, unlike the old, "Who wants Trident?" and the overexcited junior refrain of "I do! I do!" So grand larceny, adultery and voyeurism are right up the zeitgeist for the teens and twentysomethings that the JWT creative team of AD/illustrator Adam Pierno and writer Chris Baier are aiming at. After brainstorming for a while, "we suddenly thought, 'Wouldn't it be great if . . .' The three ads that comprise the first advertising for this brand are the result," they explain. "The client jumped on board as long as we were willing to keep the illustrations exactly the way they were. We said, 'Really?' " However, the constraints of this particular visual conceit seem to put a ninja in every ad. Not a problem? "Ninjas are a seriously untapped market," claim the pair. "There's no reason to think they don't need white teeth, too."
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About

Credits
Date
Jun 03, 2004
Client:
Trident
Executive Creative Director:
Eric Steinhauser
Executive Creative Director:
Jeff Watzman
Deputy Creative Director:
Nat Whitten
Art Director/Illustrator:
Adam Pierno
Copywriter:
Chris Baier
Agency:
JWT New York
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