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"This will literally, probably never happen."

As part of the new See What Unfolds campaign, we created this Spontaneous Karaoke TV spot for Trident Layers gum. One day, eight total versions, three languages, two products and the subway car stage they used on Seinfeld. We received an incredibly positive reaction demanding more content.

Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Con Williamson
ECD: Brian Carley
Sr. Art Director: Kyle Bernhardt
Copywriter: Jake Dubs
Director: Richard Farmer

After the launch, we received so many positive social media responses that we supported it with an online contest encouraging fans to participate in some spontaneous karaoke of their own. The winner received $10,000 and free Trident Layers gum for a year.


I even made my directorial debut creating these four sample videos as a drive for entries to our contest.