A jogger has a run-in with Altoids' curiously strong gum.
Leo Burnett USA has introduced three spots for Altoids' new "Curiously Strong" gum. The campaign, directed by Villains' Douglas Avery, is all about strength, as we see three simple vignettes demonstrating the gum's rather intense properties. In one, a kid spits his gum on the sidewalk, where it tears the shoe right off of an unsuspecting runner. In another, a girl can't wait to get her mouth on her study partner's used gum as she plucks it from the underside of a table. Finally, in a third spot, the gum's intensity turns out to be behind an epidemic of teen-pattern baldness.