Dentyne’s latest commercial “Make Face Time” strives to associate gum chewing with connections with friends. While it’s hard to see the connection (other than the appeal of fresh-smelling breath), their commercial is a nice wry twist on the limits of online connections and the strength of face-to-face connections. They refer to a friend whispering to another in a pool as “voicemail” and a couple kissing as a real “instant message!.” [It also has nice background music of Coconut Records, the moonlighting project of actor Jason Schwartzman, singing “Summer Day”.]
Dentyne’s web campaign also gives you 3:00 on their website and then tells you to go out and do something. And on the website you can say goodbye to emoticons (in the Smiley Chamber of Doom), go to the Face Time Finder (to find good local places to connect with others), and make a “Face Time Request” to someone you want to see in person. While we applaud Dentyne’s connection sentiment, is the Internet really required for this? How about a phone call? And do we really want to give Dentyne access to some information about our personal networks?