Campaign Diary: You gotta make chums with your gums if you wannabe a Spice Girl

Never let it be said that we haven’t got our finger on the pulse.

Never let it be said that we haven’t got our finger on the

pulse.



You’re possibly more used to her in big boots and overtight clothing,

but the blonde hair and shiny teeth are the same. Yes, it’s Emma, aka

Baby Spice, from the Spice Girls, starring in an ad for Mentadent Gel

from around ten years ago.



Emma’s role was small yet crucial. She had to sit with a toothbrush on a

plane (as you do) and smile a toothy smile at the singing air

stewardesses before the pithy strapline, ’Make chums with your gums’,

flashed up.



From gel power to girl power, quite obviously.



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