To promote Stride gum's intense flavor, Wieden + Kennedy London has created this comedic campaign, featuring a megalomaniac marketing director who hires "the World's Best Lawyer" to ensure he can "do whatever the hell we want." (These include claiming it'll make you better at sex, using a famous track as his theme tune without asking the artist's permission and superimposing a pack of Stride onto a famous painting). The online film (directed by Biscuit's Jeff Low) is one of a series that also includes three 20 second clips and an eight second film aimed at mobile social sharing. Online display, OOH and social activity will also support the campaign, aimed at the US market.