
Almost Identical
Beldent Infinit
Issue 31 | June 2014
Agency
Del Campo Saatchi & Saatchi
Creative Team
Executive Creative Directors Maxi Itzkoff Mariano Serkin Creative Directors Matias Eusebi Ammiel Fazzari Juan Pablo Lufrano Ariel Serkin Copywriter Matias Eusebi Art Director Ammiel Fazzari
Production Team
Agency Production Adrian Aspani Consuelo Gimenez Uriburu Production Company Agosto Buenos Aires Directors Diego & Vladi Executive Producer Luli Kramer
Other Credits
Account Team Ana Bogni Oriana San Martin Planner Campanini
Date
November 2013
Background
There was an almost universally held belief that to be seen chewing gum created a bad impression of the person chewing.
But was this age-old stigma actually true? Beldent (the Latin-American name for Trident Gum) decided to debunk the myth in a real-life experiment.
Idea
The plan was to test how people reacted to the same individual when they were both with and without gum. The best way to do this was to use identical twins. In the experiment, one twin chewed, the other did not. Ordinary people were asked to help the research project by answering simple questions about the twins in front of them and answering using the electric buzzers in front of them.
Results
481 people participated in the experiment. 73% of them favoured those twins who chewed gum. Thus it was shown that chewing gum did not convey a poor image of a person, rather the opposite. It made them seem more friendly and likeable.
The video of the event became content for the brand and reached 10 million views in less than a week.
Our Thoughts
The filmed ‘experiment’ has become a new advertising technique. You devise a test of your product’s abilities and then get real people to come and interact with it. The new rules mean you have to try to devise mini-documentaries rather than write mini-dramas, which is what many TV ads used to be. The success of the mini- documentary lies in the fact we can see they are real people, not actors, and we place ourselves instinctively in their shoes and become insiders to the idea rather than remaining sceptical outsiders, as we do in front of a 40-second commercial.