This beautifully-filmed ad for Mondelez-owned chewing gum brand Beldent (the Argentine name for Trident) centers on the morning detritus of an empty club, trashed by an evening's partying. Our narrator describes (and we see) the sticky floors, ripped chairs, broken glitter balls and abandoned glasses -- and the combination perfectly captures that "morning after" feeling. But, as a young man in a hoody walks into the club, it's once again transformed into a wild and hedonistic party venue.
More classy and edgy than your typical confectionery ad, the spot promotes mint-flavored Beldent Infinit, which we finally see our protagonist popping -- the idea is that the club is transformed by the "infinite night."
Directed by Nico Kasakoff of Nunchaku, the Beldent Infinit film will run in Argentina and was conceived by a team led by Javier Campopiano, who is chief creative officer of both Saatchi & Saatchi's U.S. Hispanic shop Conill and Saatchi & Saatchi Latin America. Beldent is a longtime Saatchi client.