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.
Oral Care Becomes Packaged Good, Rednecks Rejoice
I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.