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ADVERTISING CAMPAIGNS

Trident ‘Fresh’

Agency: JWT

Client: Trident

Cadbury has launched the third execution in its “Mess with your head” campaign for Trident chewing gum.

The campaign, created by JWT London constructs a metaphor for the experience of chewing Trident gum and follows the ensuing psychological chain reaction and mental chaos.

The 40 and 30 second spots are were directed by LA-based collective, Traktor and heroes Trident’s new variant, Fresh.

It shows Trident Fresh transporting a young man from the mundane reality of a crowded lift to movie-inspired fantasy world where he experiences various types of refreshment.

The ad was written and art directed by Darren Keff and Phillip Meyler and directed by Traktor through Partizan. The two commercials were shot at Paramount Studios and other locations in and around LA and Traktor’s crew was made up of a number of high profile players including Bill Pope, director of photography for The Matrix and Spiderman films.

The soundtrack to the ad is Soul Beat Pt II by Jim Waller and the Deltas and further creative credits  include special effects by the team at the Moving Picture Company who worked on the effects for the Narnia films and editing by Final Cut.

The TV commercial forms part of a through the line campaign including digital and experiential support.

Marketing Director, Cadbury UK, Phil Rumbol, said, "This third ad in the Mess with your head campaign firmly establishes the brand’s quirky and entertaining tone of voice and highly refreshing in a category that tends to play it safe.”

AJR
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