Chiclets is one of the few chewing gums left that doesn't do anything. It doesn't whiten, brighten, or freshen. It's flavored chewing gum. Period.
As a result, Chiclets asked us to make ads for people who still just chew gum for the fun of it—12-year-olds. We responded with a campaign that taps into tweens' general angst, raging hormones, love of toilet humor, and proclivity to doodle on anything to bring this gum to life.