Trident Takes The Fifth In Super Bowl Spot

NEW YORK — Adams, a division of Pfizer, said Wednesday that it will break a TV spot for its Trident brand during the second quarter of Super Bowl XXXVII on Sunday, Jan. 26.

The commercial, via J. Walter Thompson, New York, marks the first time Trident has advertised during the Super Bowl. Spend was not released.

The ad is based on Trident’s long-time claim of being the number one recommended sugarless chewing gum among “four out of five dentists” for their patients who chew gum. The 15-second spot, “Squirrel,” is a humorous speculation of what may have happened to the “fifth” dentist.

The first commercial in Trident’s current campaign, “Fly,” broke this week, also giving viewers a comical look at Trident’s polling of dentists and uncovering what may have prevented the “fifth” dentist from casting a “yes” vote.

“The Super Bowl provides a perfect venue to reach a broad audience with a commercial that we know is very memorable and enjoyable,” Tom McPartlin, marketing director, Trident, said in a statement. “The campaign appeals to consumers because it presents a serious message with a smile.”