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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.