Hilarious spot for Vigorsol Air Action Xtreme chewing gum. Exaggeration is at the heart of confectionery advertising as they have to dramatize even seemingly trivial features. Since it is a low involvement category, advertising seeks to entertain the audience, hoping that the ‘likeability’ of the ads get transferred to the brand subliminally. In this spot, the cooling sensation of the gum is highlighted with a take off from the ‘Kill Bill’ sequence arguing that one has to be ‘prepared’ to handle the blast of chill from the gum. Clever.
Agency: BBH, London
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