Cadbury Trident 'got me goat' by JWT London

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The JWT London ads invoke the spirit of "revolutionary poets", inspired by the recent rise of dub poetry -- poems spoken to reggae rhythms. In the ad, a dub poet on stage is complaining about chewing gum that has no flavour, when a member of the audience introduces him to Cadbury Trident peppermint gum. Overcome by the flavour, he takes to the streets to tell the world about the gum -- the final shot sees him sailing down the Thames with a "mastication for the nation" banner attached to his boat.

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Released: 15 February 2007


Launch Trident Gum in the UK market where Wrigley holds 98% of chewing gum market
Creative agency
Mike McKenna
Art director
Greg Martin
Planner (creative agency)
Simon McCarthy
Account director
James Whitehead
Media agency
Media planner
Gavin McGrow
Lenard Dorfman
Production company
Rattling Stick
Steve Gandolfi
TV, cinema, outdoor, digital, experiential, PR

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