Wieden+Kennedy London has launched ‘Chewing Hands’, its first work for Trident since being awarded the account in August 2014. The campaign, which introduces Trident’s latest product offering of bottled soft gum, shows how the brand brings people the gum they love in a ‘Super Useful’ new format.

Directed by Benjamin Weinstein, a 15” spot launched the campaign on US TV, accompanied by a 30” online film on Trident’s YouTube channel. Through straight talking humour set against an idyllic backdrop, ‘Chewing Hands’ demonstrate the luxurious convenience of soft gum in a bottle.