Waiting to exhale, vigorously, for Dentyne

Elevator action in mini-spots from McCann New York

Gum chewers offer a welcome invasion of personal space in McCann New York’s series of short spots for Dentyne. The mini ads, each about 13 seconds long, feature people with plenty of confidence in their oral hygiene finding inventive ways to get their fresh breath into the nostrils of fellow elevator passengers. Artisanal air in a mason jar? Hands or just a hearty exhale will also do in a pinch. Baffled coworkers take it on the nose, but no one calls in HR. The campaign is running on television, online and on social media platforms in the U.S and Canada.