“Lucky Guy,” a television spot for Dentyne, gives viewers quite a bit to chew on–so much so that they have to head for the gum maker’s Web site to see alternate endings to the commercial.
The most enticing prospect is to find out how lucky the “Lucky Guy” actually is as the TV ad has him nestled between two attractive ladies on a couch at a party. He gives one girl a stick of Dentyne Ice, the other a piece of Dentyne Ice Wild Winter Soft Chew.
A voiceover advises, “Why not try both?” This is presumably in reference to the two types of Dentyne Ice–or perhaps to the two gals.
“Watch what happens next?” teases the voiceover, which directs viewers to dentyne.com, where they can get a free pack of gum.
The Web site offers three options as to how the promising romantic interlude will unfold.
In “Almost,” the guy is poised for some heavy action. Both girls get close to him, their lips poised at the kissing ready. Seemingly in romantic nirvana, the gent closes his eyes and puckers up.
Alas, things aren’t what they seem. The gals are indeed hot and ready–but for each other. They kiss passionately, hold hands and walk off, leaving our couch-bound lad alone in his thoughts.
In “Boots,” however, the young man’s lips are satiated. The blonde gives him a wet kiss as their bodies fall to the floor. The brunette looks on, fairly disinterested–until she sees her blonde colleague’s foot extend skyward. On that foot is a spiked boot.
“Are those my boots?” the brunette asks. “Get your foot out of there.”
She begins pulling the boot off of the blonde’s foot. “You’re going to stretch them out,” continues the brunette. Seems that this guy can’t catch a break–his make-out session disrupted by a budding cat fight.
Alternate ending number three is titled “Stranger.” In this go-around, the brunette kisses the young man passionately. They fall to the floor, leaving the blonde to play solitaire on the couch–but not for long. She flags down a male passerby, pulls him onto the couch and kisses his lips repeatedly, a prelude to what could qualify as a tonsillectomy.
Meanwhile, the original guy sits up on the floor, only to be dragged back down by the brunette. Perhaps Dentyne has some aphrodisiac powers.
Baker Smith of Santa Monica-headquartered harvest directed the commercial and its Web endings for McCann Erickson, New York. His support team included executive producer Bonnie Goldfarb and producer Lesley Chilchott. The DP was Eric Treml.
The McCann creative ensemble consisted of executive VP/group creative director Bill Oberlander, senior VP/group creative director Gib Marquardt, senior art director Jeff Difore, copywriter Matt Genne, VP/executive producer Linda Kramer, and VP/executive music producer Mike Boris.
The spot was cut by Billy Kramer, who teamed with Chris Magliozzo to edit the Web films. Both editors are with Crew Cuts, New York. Nancy Shames produced for Crew Cuts.
