The Week: JWT launches new Trident chewing-gum TV campaign
JWT has launched its first TV ad for Cadbury Trebor Bassett's Trident since last year's controversial "mastication for the nation" campaign, which featured a black comedian with an exaggerated Jamaican accent.
The ad, for Trident Soft, is called "mess with your head" and was
created by JWT's Phillip Meyler and Darren Keff.
It features a gum-chewing office worker, whose mind takes him to an
Alice in Wonderland-type world dressed as a rabbit. He jumps through the
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hundreds of teddy bears throwing him on to a cloud. The campaign breaks
this week and marks the brand's return to television, a year after its
last TV and cinema campaign - which featured black and white people
speaking with strong Caribbean accents - broke across the UK.
More than 500 viewers complained to the Advertising Standards Authority
that the ads showed offensive stereotypes and ridiculed black or
Caribbean people. The campaign was subsequently banned for being racist
and offensive.
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