Your gum is waiting for you. This film featuring an old man returning to his alma mater to reminisce about the good old days is beautifully shot (in an abandoned school in Detroit, no less) with wonderful sound design. Since it's for gum you also know exactly where it's headed from the first frame. Why else would an old man return to a school sixty years later except to find his old piece of gum...and then put it in his mouth? The gross out factor is medium-high here, which is what you'd expect from Atomic candy. And while it definitely hits home on the power and nostalgia that gum has and represents (rebellion, youth, etc) it also inadvertently says something about the shelf life of gum which makes me never want to touch it again.

Client: Atomic Gum
Agency: Innocean USA
Chief Creative Officer: Eric Springer
Creative Director: Kiran Koshy
Director: Kiran
DoP: Mike Jensen
Producer: Amy Krause
Talent: James Arthur Rubiner
Editorial Co.: PostOp, Dallas
Editor: Adam Henderson
Music: Dustin Ballard
Locations: David Clements
Production Assist: Liz Bedore
Writer: Madhu Kalyanaraman
Mix: LSD/Lime, Los Angeles
Sound Engineers: Michael Anastasi, Kai Paquin
Color/Finish: Mike Jensen
Voice: Brad Whetmore

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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