Cadbury unveils latest Trident gum TV ad

LONDON - Cadbury has launched the second TV ad in Trident chewing gum's 'Mess with your head' campaign, featuring a young lady daydreaming of a fantasy world filled with fun and adventure.

The 20-second spot, for Trident Splash, was created by JWT's Phillip Meyler and Darren Keff and constructs a metaphor for the experience of chewing Trident gum.

It features a gum-chewing young woman in an airport queue, whose mind takes her to an imaginary world where she experiences a surreal adventure with synchronised swimmers, a performing sea lion and a spacehopper ride through a fifties B-movie set.

She jolts back to reality as her spacehopper explodes, squirting green liquid all over the screen. It closes with the campaign endline: "Mess with your head".

The ad breaks tonight and is the first of two ads directed by Traktor through production company Partizan.

It was shot in and around LA by Traktor's crew, which included Bill Pope, director of photography for 'The Matrix' and 'Spiderman' films.

Russell Ramsey, executive creative director of JWT, said: "They're cool entertaining films that make their point in a crazy way."

The "Mess with your head" campaign is the second for Trident since it launched last year with the controversial "mastication for the nation" campaign.

The ads aired across TV and cinema featuring black and white people speaking with strong Caribbean accents.

More than 500 viewers complained to the ASA that the ads showed offensive stereotypes and ridiculed black or Caribbean people. The campaign was subsequently banned for being racist and offensive.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).