MTV Staying Alive 2008: Chewing gum
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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
52 Comments
pretty disgusting, but good when it's finally paid off. also, copy feels a bit long -- would probably be better as a :30.
fantastic.
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.
i dont think you can get hiv by chewing a gum someone infected with hiv chewed before you!
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.
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.
well chewing gum is just a metaphor dude.
Very nice...
luv it!
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pashya is zero
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i am zero
nice
supper
its stupid
remove it from tv.
"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...)
excellent. what out for this one in the big awards!!!!
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 -
"i take people as they come..." nice quote!
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..
Wow, I quite like that. A clever way to get the message across.
Foul.
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...
Amazing...
Weird, I'm disgusted and amazed at the same time...
makes me feel sick, get rid of it
mitchell clements
nice!!
great work. refreshing to see something different from everything else that been done in a very tough category.
WOW. Great idea. Love it
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?
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!
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...
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
I get wat you're saying, but it's hardly the same. I wouldn't say this was a rip-off my friend.
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!
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.
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.
WOW. ...like, WOW. i was not expecting it to be an HIV ad...this was great. cutos to the art directors
wow that ad is serious!! lowe mena did an amazing job well done guys.
I really think this ad rocks. For those who are dissing please put up the links to your great work
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.
Great use of metaphor. Great cast. Great art direction. Great delivery of message. Great insight. Great timing. Great choice of VO.
Altogether excellent.
Brilliant!! Deliciously good..LOVED IT! Yeah..I dont work 4 them either!
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
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.
BRAVO!!!!!!!
Brilliant Ad. Very good analogy. Love the VO, it really drives home a very serious message to young adults.
Extremely Well Done.
WOW!!!!! Amazing
I love this ad. The cast really rock!!!!!
cool
Great ad! Well done!
Brilliant VO.
HOTT!
Love it - well done.
nice.
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.
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