Get ready, things are about to get MAD INTENSE across the pond.
Our fresh new Stride campaign hits the internet today, making regular gum intensity look seriously dull in comparison. How? By daring to do things other brands shouldn’t, wouldn’t and couldn't.
And by hiring the world's best lawyer.
To introduce the concept of mad intensity, we packed all the shouldn'ts, wouldn'ts and couldn'ts of marketing into a series of online films. Two new Stride spokesmen are front and centre: Donald, the megalomaniac marketing director of Stride Gum who we revived from Stride’s early days, and Doug, the world’s best lawyer hired by Donald to allow him to say and do whatever he wants.
Whether it’s offering to give away bazookas with every pack, claiming famous dead people chew it, swearing or using a famous track as his theme tune without asking the artist’s permission… Donald wants to do it all, just to convey how mad intense his gum is.
The series includes a long form film, three 20’ films and one short, sharp and madly intense 8’ film aimed at mobile social sharing. There's also a whole load of other activity supporting the films, including display and online media, OOH and social activity across Stride’s channels.
The question is... can you ever go too far?
(Yes. According to Doug. Yes, you can.)