Standing on a crowded elevator before the workday begins is never fun, especially if that elevator is filled with colleagues breathing their stale coffee breath on you while trying to make small talk.
But Dentyne may have a solution for just that. The brand has rolled out a series of four wacky spots to try and prove its gum is so fresh, people will actually go out of their way to show it off – even if it means breathing on unassuming strangers in an elevator.
In one ad, a woman breathes into a mason jar, closes it with a lid and then hands it to a man standing next to her as if it’s a gift. In another, a woman yawns into her hands and then shoves them into a stranger’s face while she smugly smiles.
Created by McCann New York, the films are running in the US and Canada across TV, online, Facebook, Instagram and Pinterest.
North American Chief Creative Officer: Eric Silver
Co-Chief Creative Officer: Tom Murphy
Co-Chief Creative Officer: Sean Bryan
Creative Director: Matt Swinburne
Creative Director: Jillian Groger
Copywriter: Molly Wilkoff
Art Director: Zoe Kessler
Group Strategy Director: Julien Delatte
Senior Strategist: Amanda Perring
Group Account Director: Dina Hovanessian
Group Account Director: Olivia Heeren
Account Executive: Chris Chew
Account Executive: Danielle Jimenez
Chief Production Officer: Nathy Aviram
Senior Integrated Producer: Alexis Mead
Director: Jeff Low/Biscuit Filmworks
Editor: The Cutting Room, Chuck Willis (Internet) and Jamie Connors (TV)
Art Director: Benjamin Vendramin
Writer: Jesse Potack