Apple flavour: Gum advert gets into its Stride

19.08.2012 Stride Gum : Mintacular : Wieden + Kennedy

International – Creative agency Wieden & Kennedy London has released a spoof advertisement for Stride Gum’s new Mintacular chewing gum in a parody of Apple.

The celebrity-endorsed advert featuring Shaun White mimics the style and tone of Apple’s advertising campaigns. ‘Designers speak about the new product in a grand, revelatory way using made-up words such as ‘intelligicity’. The characters in the film are given long-winded titles such as Scot Samson, vice-executive senior president of sports gum ideation and development, and Bob Sneeth, co-senior vice-executive president of mint-based hardware.

Posted on YouTube on 10 August, the video has received more than a quarter of a million views. The success of this video is a testament to the power of creating humour-driven ads. To see how other brands are using humour to promote their products, read The Irony of Fashion microtrend.

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