14 DAY TRIAL // Beldent gum, the south American version of Trident gum, created an advertising clip based on a social experiment, showing that from a pair of twins the one who is chewing gum gives a better impression.
The project is called Almost Identical, an experiment by Beldent and had almost 500 participants who gave their opinion regarding the twins. The ad starts by stating the obvious: gum chewers have an image problem.
People usually tend to think that chewing gum is disrespectful to others and that it shows a bad upbringing, but this is exactly the perception that Beldent is trying to overcome.
The Beldent brand is trying to picture gum chewers as a stigmatized group saying that they are perceived as being “irresponsible, reckless and tasteless” and this commercial is meant to disprove the notion and prove exactly the opposite: gum chewers are fun.
They brought together several pairs of identical twins inside the Museum of Contemporary Art of Buenos Aires and asked guests to answer a few questions regarding the people standing in front of them. They asked the guests things like: “Which one has more friends?”, “Who has a better intimate life?” “Whose the good cop and whose the bad cop?”
After the study, it was proved that 73% of the respondents favored the twins who were chewing gum. As much as they wanted it to look really scientific, there is no science in the experiment done, the twins chewing gum looked happier while the others had a sad creepy face, but it comes with the job.
Beldent is trying to prove that there is a false social stigma attached to chewing gum and that in fact they do not want just some sales boom on the market, they want to make people seem cooler. The advertising campaign was created by the Argentinian agency Del Campo Saatchi & Saatchi, renown award winning pioneers of the field.
Watch the ad in the video below:
