Well done Ogilvy Cape Town, you make me feel good about being a non-gum-chewer. My jaw is defined enough as it is, thank you. Now this guy on the other hand has been doing the chin super circuit at Virgin Active for the past year.
This is a beautifully executed Ad. The benefit is communicated with such class. I can imagine how long this guy must have been chewing that gum for, and maybe he is thinking to himself as he looks up: “I must stop chewing this gum, I don’t think Nicole even recognises me anymore…but no! I won’t, I can’t, I will not stop chewing this gum, I’m going to chew it till the bitter end…which is…never! I don’t care if nobody recognises me anymore, me and this gum are going down together!”
I would love to know how long the creatives were bouncing ideas around until they arrived at this one. It seems so obvious, almost too obvious. I feel like I should have come up with this, but I didn’t and that pisses me off. I want a real campaign and a real brief and I want it now!
The headline works well with the image and ties the benefit together really well. I love where this guy is placed with the dull face-brick apartment block in the background and the cheesy looking hedge. It must be somewhere on the outskirts of Joburg.
I love the headline. The art direction is flawless. If I stare at this Ad any longer I may be tempted to walk to the petrol station to buy a pack of this Infinity and try it for myself. Allow me the pleasure of making dinner instead.
Thank you and good night.
Good one. 66.
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