great to share

It’s been a while since I posted something in the classics series, but I’ve found myself referring to this spot quite a lot recently, so I thought it was probably worth sharing here too.

This ad does a great job of extending the product’s benefit into a compelling new territory.

Up until this, most gum ads talked about ‘freshness’ and alluded to the romantic advantages this could bring.

But this ad reversed the allusion, putting the romance centre stage, and so making the overall benefit much more emotional.

This turns the promise into a more engaging story that people can relate to, and crucially, it makes it much easier to recall (20 years later I still remember it clearly).

I really like the way the final product shot feels like a natural part of the story too.

What about you – what do you think makes it work?

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