TRIDENT BREAKS NEW MUSICAL SPOT
By Adnews Staff
Pfizer Canada's Adams Division broke a new television spot for Trident on Monday, kicking off the first brand equity campaign for the chewing gum in three years. The ad, called "Filing", opens with a boss dropping a stack of folders on an employee's desk and saying, "Looks like you've got some filing to do." The employee breaks into a musical number about filing, joined by his co-workers. As the office is singing and dancing the spot freezes with the words, "If life was this much fun you wouldn't chew Trident." The ad ends with the brand's new tagline, "Chew. Be Happy." The campaign, from J. Walter Thompson of Toronto, replaces Trident's previous "Chew Chew" creative.
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