Stride gum is becoming … A Little Bit Epic. With the launch of this new creative direction. This new campaign will replace the brand's Ridiculously Long Lasting Gum campaign that has existed since Stride launched in 2006. The new campaign, developed by Wieden + Kennedy London, represents a shift in the overall brand strategy for Stride. The new direction will fuel the evolution of Stride beyond its functional, long lasting roots, and position the brand as a little pack of courage that helps millenials unleash their “you-er you.”

The new campaign kicks off with a 30 second TV spot, directed by Traktor, called ‘Meeting the Ex’. The spot opens in a coffee shop where the main character’s ex walks through the door. Feeling nervous about how to approach her, he opens the pack of Stride, un-wraps a piece of gum and starts to chew. His fantasy then proceeds to play out a number of potential scenarios – he could be suave, like a 1920s romantic hero with a pencil moustache, or manly like a warrior on a medieval ship wrestling a sea monster, or intelligent yet animalistic, like a werewolf that gives sound financial advice.  Back in the real world of the coffee shop, he decides to just be himself, resisting the urge to play it cool. He approaches the girl with a simple ‘Hey’ and a smile, holding the door open for her. She smiles back, visibly impressed. Definitely a little bit epic!

for more information regarding Stride please visit their website : http://www.stridegum.com/

Tonight the nation awaits.

Not just the final group stage game with England on the brink of qualification.

But also the return of the country’s talisman.

The striker who truly believes his time is now.

After 180 minutes on the side lines, Wayne Rooney will tonight step up to reclaim his place in the first XI.

And we’ve marked this moment with a spine-tingling spot.

The work shows a more mature and focused Wayne channelling the past into a future that he is determined to create.

The 30” film, directed by RSA’s Adam Smith, stares into Wayne’s soul and captures his reaction to clips of old commentary and sound bites representing the ups and downs of his career so far. They flicker in and out of focus as the intensity grows and he prepares to step once again onto the international stage. His time has come. Check it here.

A tweet from Mr Rooney himself dropped the film and It’s already tearing up the net and now supported by a 24 hour Digital Out of Home burst around Manchester and London using photography shot by David Clerihew. Nike Towns in both cities adorning Wayne’s powerful image as well.

Straight from the mouths of creative gurus Ali and Ben: “After the ups and downs of his England career we wanted to show that Wayne deeply cares about playing for his country and, moreover, that he's finally ready to deliver.”

Kudos to all at WK who took this footballing moment and made epic comms. And to our friends at Mindshare, Grand Visual, RSA, Final Cut, Wave and The Mill. ROOOOOOOONEY!