By gum, this is rum
No 229: WRIGLEY'S
Sunday 07 June 1998
Over the years these have been the continuing elements: marching bands with giant gum cartons; constant reiteration of the good-for-the-teeth- and-breath product claims; all-American couples meeting on all-American buses. That kind of thing. But recently I had a flash of doubt over a commercial that suggested the director knew the word "spoof" and might admit to seeing a John Waters film. And I'm genuinely puzzled by their latest.
It features the marching band, the giant carton and the drum majorettes in a way that makes you think that a pair of quotation marks could, just possibly, figure somewhere. It also features a young couple - utterly mainstream Middle-Americans, admittedly - who seem to be watching this grand old stuff from another time zone, ie, roughly now. And they actually say, over the pack shot, "Still as BIG as ever".
I'm pretty sure the cavalcade they're watching is the real old footage. I think the voice-over is the original. I'd even bet Patrick Allen's doing it and that the timeless refrain "Gum, gum, gum, Wrigley's chewing gum" is for real. The question is, why have they dug it up?
Is it one of those straight homages advertisers like Kellogg's or Colgate have done recently to celebrate brand heritage? Is it because they want to get in on the Seventies thing - you could add Karen and Richard Carpenter to this mix any day - or does someone actually think that historic Wrigley- World is a bit ... you know, subtexty and commentaryish or funny? Or even that the rapturous way the blonde modern spectator with the daisy barrette mouths the stick of flavoured gum could be just faintly
tv Review: Miranda Hart and co deliver the festive goods
tvReview: Older generation get hot under the collar this Christmas
comedy Erm...he seems to be back
tvReview: No ho-ho-hos with Nick Frost's badass Santa
tv Gymnast Louis Smith triumphed in the Christmas special
Film The critics but sneer but these unfashionable festive films are our favourites
TV We're so close to knowing what happened to Oliver Hughes, but a last-minute bluff crushes expectations
Arts & Ents blogs
- 1 PlayStation and Xbox hacked by Lizard Squad
- 2 Christmas comes early to Hong Kong, as millions of bank notes spill out onto busy street
- 3 The 'Black Museum': After 150 years, public set to see exhibits from police’s grisly crime museum
- 4 British actor Idris Elba cannot star as James Bond because he is black, says shock jock Rush Limbaugh
- 5 Vagina canoe artist defends herself over ‘obscenity’ charges
EastEnders Christmas special, review: Brilliant Danny Dyer glues you to your seat
Felicity Jones on being Stephen Hawking's wife in The Theory of Everything: 'I didn't want her to be a saint'
Game of Thrones season five: First preview clip shows a beardy Tyrion, a moody Cersei and a distressed Arya
Doctor Who series 9: Jenna Coleman staying on for whole season as Clara Oswald
The Interview finally gets US release after Sony hack and terror threats – but reviews of North Korea satire are mixed
British actor Idris Elba cannot star as James Bond because he is black, says shock jock Rush Limbaugh
Rozanne Duncan: Ukip expels councillor for 'jaw-dropping' comments made in BBC TV interview
Germany anti-Islam protests: 17,000 march on Dresden against 'Islamification of the West'
Ukip member gets into Christmas spirit with Union Flag plea to Santa 'for our country back'
BBC director Danny Cohen: Rising UK antisemitism makes me feel more uncomfortable than ever
Alex Salmond has 'broken his word to the Scottish people' says Scottish Lib Dem leader