Adams, a division of Pfizer, said Wednesday that it will break a TV spot for its Trident brand during the second quarter of Super Bowl XXXVII on Sunday, Jan. 26.
The commercial, via J. Walter Thompson, New York, marks the first time Trident has advertised during the Super Bowl. Spend was not released.
The ad is based on Trident’s long-time claim of being the number one recommended sugarless chewing gum among “four out of five dentists” for their patients who chew gum. The 15-second spot, “Squirrel,” is a humorous speculation of what may have happened to the “fifth” dentist.