Oral Care Becomes Packaged Good, Rednecks Rejoice


What have you just seen? Some stupid human tricks, yes. But what else? If you said, “one episode in a multi-layered brand sponsored digital narrative,” you are correct!
Jerry and Wendell Tucker from rural North Carolina are actually actors hired by JWT to promote Trident’s new Xtra Care gum, which not incidentally promises to “protect, strengthen, and rebuild teeth,” thanks to the addition of Recaldent, a form of calcium derived from milk that “increases tooth remineralization (strengthening).”
According to The Wall Street Journal, the Tucker brothers were investigated by Martin Mull and his crew at faux news program “That’s Not Fake,” (TNF).
TNF exposes the brothers’ videos as a hoax, because Jerry used a “performance enhancement” to strengthen his teeth: Trident’s new Xtra Care chewing gum. Of course, TNF is itself a hoax and another piece in the distributed brand narrative.
Chew on that, Trident seems to be saying.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.