We’re told as children not to play with our food, but Stride wants people to play with their gum. Officially kicking off on May 8, the Kraft Canada brand’s latest campaign involves a virtual school called “Stride High,” where students are encouraged to have fun with their gum by completing ridiculous video assignments and submitting them online for the chance to win $5,000. Sid Lee’s Toronto office took the creative lead on the Stride High campaign. A commercial showing young adults playing with their gum in the most “ridiculous” ways possible is currently airing on The Comedy Network, MuchMusic, MTV Canada, as well as on Stride’s Facebook page. Clearly, we’ve been kept in the dark about the many uses of chewing gum. Goodbye avocado and oatmeal face masks, hello Stride Gum facials.
advertiser: Kraft Canada
agency: Sid Lee