The chewing gums category in Brazil never goes out of the obvious. This film wanted to evoke the sensation of a renewed routine and go beyond traditional flavor attributes. The film shows a young man patiently waiting for his dog’s grooming session to end. Clearly there could not be a more monotonous moment imaginable. However, as he begins to chew a piece of Trident Fresh he observes himself under a totally new reality.

The choice of licensing Bohemian Rhapsody by Queen was essential to communicate the concept of mental renewal to consumers. It is a song that outstands from others in a sense that brings up fantasy mixed with reality at the same time it has a deep meaning behind it. The song evoked throughout the years the most different kinds of interpretations that never achieved a formal conclusion. It is a song that motivates thinking, has an element of nonsense and can be everything but boring. Exactly the same as Pet Shop spot. It presents one of the most famous choirs in the History of music and it fits perfectly with our “choir for freshness”. In a way, Queen at that time was also asking for “freshness” in the industry of music. The music is original