Trident

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Trident chewing gum ad

Trident launch campaign in February 2007, which featured a Caribbean dub poet-style character urging "mastication for the nation".

In the new campaign, two white British males chain their bodies to the gates of a factory to "bring gum to the masses" and kick-start a "gum revolution".

The ad retains the strapline "mastication for the nation".[1]

Controversy

The watchdog ruled that Cadbury's Trident TV and cinema ads, created by JWT, breached the broadcast TV advertising standards governing offence and ethnic stereotyping.

The Advertising Standards Authority found that the four Trident ads did not incite racial intolerance, but could be seen as belittling to black or Caribbean people.

The first ad, which invokes the spirit of "revolutionary poets", featured a West Indian dub poet on stage talking about the blandness of chewing gum. An audience member hands him an exciting new type of gum, which prompts him to launch into a journey that takes him onto a boat sailing past the Houses of Parliament, shouting "mastication for the nation" through a megaphone.

The ad has become one of the most complained about of the year, racking up 519 complaints. The ASA said that greater sensitivity was required of advertisers using humour based on accents, because of the "potential to cause serious offence" and in particular if it could be seen to be patronising or demeaning to groups of people who suffer racial prejudice.[2]

Clarification


References


  1. Sweney, Mark (2020). Trident replaces 'racist' ads. Retrieved on December 28, 2020.
  2. Esposito, Maria (2007). ASA pulls plug on Trident ads after racist complaints. Retrieved on December 28, 2020.