March 2009
What do you do when the gum you created lasts so long there's no need to purchase a second pack? That is the question that the makers of Stride gum tackle in ‘WOW,’ the deftly satirical "winfomercial" directed by Geordie Stephens of bicoastal Tool of North America in collaboration with JWT in New York.
With the launch of the soon to be renamed flavor ‘Nonstop Mint,’ the "winfomercial" challenges viewers to look at gum in a whole new way. A toothy telegenic host tells that Stride has come up with a new product that was "created to do one thing, and it does it really well, but it also does like, 17 other things!" The host and his pretty but vacant spokesmodel lead viewers and a ridiculously rapturous in-tv audience through all the amazing ways Stride gum can be more than just a last a long chew.
From the artificial enthusiasm to the absurd reenactments and outlandish claims, Stephens captures the hallmarks of an overeager infomercial with keen comedic flair. As part of a viral web campaign launched on www.stridegum.com, ‘WOW’ is the launch pad for web surfers to explore the multitude of uses for Stride, and enter the contest to rename Nonstop Mint and win $10,000.
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