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
Film Leonardo DiCaprio hunts Tom Hardy
Arts & Ents blogs
- 1 Video shows how to turn your phone into a 3D hologram
- 2 Artist Jamie McCartney: How The Great Wall of Vagina is a stand against 'body fascism'
- 3 Katie Hopkins reveals fear she will die during brain surgery to cure epilepsy
- 4 Dutch King Willem-Alexander declares the end of the welfare state
- 5 Michael B Jordan and Kate Mara handle excruciatingly awkward and offensive interview questions like pros
Poldark finale review: Not even the 'putrid throat' and tragedy to stop the Ross Poldark swoon-fest
Artist Jamie McCartney: How The Great Wall of Vagina is a stand against 'body fascism'
Agatha Christie: Experts discover secret formula to unmask killers in author's books
Cilla Black: Her 12 best songs, from 'Anyone Who Had a Heart' to 'You're My World'
Zoolander 2 trailer leaks online and it's really, really, ridiculously good looking
Yvette Cooper: Our choice is years of Tory rule under Jeremy Corbyn – or a return to a Labour government
Is Britain really full up? Are migrants taking our jobs? Leading academic answers the most common anti-immigration claims
Calais Migrant Crisis: Deputy Mayor of Calais labels Cameron's use of 'swarm' as 'racist' and 'ignorant'
Jeremy Corbyn's anti-austerity agenda will harm poor, says Labour shadow Chancellor Chris Leslie
While we fixate on Calais, the Home Office is quietly deporting dozens of migrants on 'ghost flights'
Calais crisis: The seven claims made about the migrants - and the reality