Watch out America, things are about to get Mad Intense thanks to Stride. A new campaign created by Wieden+Kennedy London has launched online, making regular gum– and marketing – look dull in comparison.

The new campaign aims to give consumers a mad intense reason to chew, kicking off with a series of tongue-in-cheek online films directed by Jeff Lowe through Biscuit. The films lift the curtain on what makes Stride intense in a way other gums don’t appear to be. This isn’t just plain old regular intensity, it’s mad intensity, and the secret lies in a potent trifecta of marketing maniac, legal prowess and an a powder called Coolingdust. 

To introduce the concept of mad intensity, W+K and Stride have dared to do things other brands shouldn’t and wouldn’t. The campaign puts two new spokesman characters front and center: Donald, the megalomaniac marketing director of Stride Gum who W+K have revived from its early days, and Doug, the world’s best lawyer hired by Donald to allow him to say and do whatever he wants. Well… almost

In a series of vignettes, Donald crosses the line in the name of Stride and says and does things other marketing directors wouldn’t dare, all because he’s got the world’s best lawyer. Each film shows a hilarious interaction between the pair in Stride Gum’s merch-filled offices, as Donald throws out absurd claims about his gum and Doug steps in to keep him from going too far. But is it ever too far? Yes. According to Doug.

The series of films incudes a 60’ film, three 20’ films and, in a media first for Mondelez International, one short, sharp and madly intense 8’ film for mobile. The films will be supported by dedicated CoolingDust microsite, digital display media and online media, as well as social activity on the Stride channels.