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MTV Staying Alive 2008: Chewing gum

Advertising Agency: LOWE MENA Dubai, UAE
Creative Directors: Mark Lewis, Sanjay Mathur
Art Directors: Layal Chuman, Shannon Waugh
Copywriter: Bianca Bernstein
Agency Growth Officer: Tarek Miknas
Director: Hadi
Production Company: Boomtown Productions
Executive Producer: Shane Martin
Producer: Rita El Hachem
Editor: Omar Abbas

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52 comments

Guest's picture
Guest

pretty disgusting, but good when it's finally paid off. also, copy feels a bit long -- would probably be better as a :30.

Guest's picture
Guest

fantastic.

Guest's picture
Guest

The payoff line would be better without the word "taste". It's too obvious. Too forced. Might as well say, "Every 12 seconds, someone chewses a lifetime of HIV." Lame.

Guest's picture
Guest

i dont think you can get hiv by chewing a gum someone infected with hiv chewed before you!

Guest's picture
Guest

That is the thing,the ad maybe make confused about this. And you cant´t infected with HIV with spit. It's dangerous for mi comunicate this message, bad Ad, sorry.

Guest's picture
Guest

That is the thing,the ad maybe make confused about this. And you cant´t infected with HIV with spit. It's dangerous for mi comunicate this message, bad Ad, sorry.

Guest's picture
Guest

well chewing gum is just a metaphor dude.

i am zero's picture
i am zero
142 pencils

Very nice...

luv it!

---
pashya is zero

Guest's picture
Guest

nice

Guest's picture
Guest

supper

Guest's picture
Guest

its stupid

Guest's picture
Guest

remove it from tv.

Guest's picture
Guest

"well chewing gum is just a metaphor dude."

understood, but the metaphor is to close to the subject, therefore confusing. If the people would have i.e. stepped into the gum, it wouldn't confuse oral infection and HIV (just an example, would solve the metaphor problem, but even worsen the concept...)

Guest's picture
Guest

excellent. what out for this one in the big awards!!!!

thefakehuman's picture
thefakehuman
410 pencils

dear guests, its not about fukin gum, the idea is worth taking a pause... since when did advertising become a literal business?... its about getting the message across and the message is clear... use protection...

- Life Feeds on Life -

remotedt's picture
remotedt
92 pencils

"i take people as they come..." nice quote!

Guest's picture
Guest

stop thinking about the norm people! this is good, taking an item from the everyday norm which is the gum (to some it becomes "the everyday routine") and turning it into something drastic like this - in a way its disgusting but great message there..

Guest's picture
Guest

Wow, I quite like that. A clever way to get the message across.

Foul.

Guest's picture
Guest

Wow...i'm so impressed..this is SUCH a fantastic ad, and it really stands out against all the rubbish ads that are on TV these days!

It's beautifully directed, and the narrator and chewing gum metaphor keep you captivated till the end...love the soundtrack too..looks like everything's been very well considered and crafted..there'll be awards lined up for this one i think...

Guest's picture
Guest

Amazing...

brain123's picture
brain123
830 pencils

Weird, I'm disgusted and amazed at the same time...

mitchell clements's picture
mitchell clements
108 pencils

makes me feel sick, get rid of it

Guest's picture
Guest

nice!!

Guest's picture
Guest

great work. refreshing to see something different from everything else that been done in a very tough category.

Guest's picture
Guest

WOW. Great idea. Love it

Guest's picture
Guest

Great video and amazing payoff. As others have commented the execution and music all come together, my only question is why MTV is so heavily into public service advertising. I think they probably are the perfect medium for this message, I'm just curious if anyone knows the background to this strategy?

Guest's picture
Guest

this is copied from a government advert from Hong Kong..
it's a propaganda for taking 2nd hand smoke from cigarettes harms,
so they used this analogy of people taking 2nd smoke!
copy cat!

Guest's picture
Guest

a well executed, sensitive and creative tvc! Well done!

You're kidding right? How does a chewing gum ad for HIV have anything to do with second hand smoke? You must be deliusional my friend, what is with all the weird people on this comment section making uncultured comments?

Oh my...

Guest's picture
Guest

i'm afraid the guest commenter above is not delusional. this ad is indeed a rip-off of an anti second hand smoking campaign in hong kong. the hong kong version was aired in 2005. take a look at this before you diss:

http://www.admango.com/hkej/gif/antismoke01.mpg

Guest's picture
Guest

I get wat you're saying, but it's hardly the same. I wouldn't say this was a rip-off my friend.

Guest's picture
Guest

sweet commerical!!!

I have a feeling the people who are dissing you on this blog are local rival agencies, how else can you explain the TOTAL lack of constructive critisism and abundance of silly comments? I say, keep paving the way with ads like these..they rule!

Whitefang's picture
Whitefang
509 pencils

this is actually pretty good, the pay off is surprising but relevant. shame they had
to use the word 'taste' in the line though - kinda lame.

Guest's picture
Guest

I think this is an excellent ad. It has built upon an everyday action to deliver a message that could prevent a cataclysmic personal event. The messaging is subtle yet serious, shows excellent art direction and copywriting.

Two thumbs up to LOWE.

And no, I don't work for them.

feebes's picture
feebes
29 pencils

WOW. ...like, WOW. i was not expecting it to be an HIV ad...this was great. cutos to the art directors

Guest's picture
Guest

wow that ad is serious!! lowe mena did an amazing job well done guys.

Guest's picture
Guest

I really think this ad rocks. For those who are dissing please put up the links to your great work

Guest's picture
Guest

AS FOR THE PATHETIC COMMENTS, JUST MAKE SURE YOU GUYS ARE IN THE AUDIENCE WHEN WE'RE ON STAGE PICKING UP METAL WHEN THE ONLY THING YOU'LL BE PICKING UP IS A GLASS OF CHEAP WINE.

Guest's picture
Guest

Great use of metaphor. Great cast. Great art direction. Great delivery of message. Great insight. Great timing. Great choice of VO.

Altogether excellent.

Guest's picture
Guest

Brilliant!! Deliciously good..LOVED IT! Yeah..I dont work 4 them either!

Guest's picture
Guest

woOO :oD Love it :o) Ofcourse this ad is going to have it's critics, but in the end, when you strip it down and look at the basic framework of it all, it's a very well done ad - from the concept down to the execution... and it's very hard to find commercials like this that tick all the boxes AND give you goosebumps at the end... nice!! x x

Guest's picture
Guest

We work in a fickle industry, where people find it easier to critic badly than to compliment joyously.

The fundamental difference in creating the work to judging it is the actual passion.

The passion, perseverance & rigor behind achieving great work is lost in forums when people are allowed to often comment on work that is far higher than they themselves can achieve.

We should learn to push creative and compliment good creative ideas, as that is only way we as an industry can raise the bar.

On that notion, great ad. Keep pushing.

Guest's picture
Guest

BRAVO!!!!!!!

Guest's picture
Guest

Brilliant Ad. Very good analogy. Love the VO, it really drives home a very serious message to young adults.

Extremely Well Done.

Guest's picture
Guest

WOW!!!!! Amazing

Guest's picture
Guest

I love this ad. The cast really rock!!!!!

Guest's picture
Guest

cool

Guest's picture
Guest

Great ad! Well done!

Brilliant VO.

Guest's picture
Guest

HOTT!

Guest's picture
Guest

Love it - well done.

derya's picture
derya
302 pencils

nice.

skinny's picture
skinny
161 pencils

Simply fantastic. You get to guess the punch-line way before the end, but you just want to keep watching it all the way through.

Guest's picture
Guest

I love how the music used is Jeremy Soule's composition from the Oblivion game soundtrack, named "Peace of Akatosh" and Jeremy Soule is credited NOWHERE. Please compare with the original composition here: http://www.youtube.com/watch?v=G02StZzQqd4#t=0m36s

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