Daygum launches the new advertising spot made entirely with AI

Daygum has launched the new communication campaign that showcases chewing gum as an ally for oral hygiene away from home.

The protagonist of the spot is in fact the Daygum Special Agent, who springs into action when it is not possible to brush one's teeth away from home.

Created by Selection Communication & Design, the new campaign humorously and directly portrays a situation involving eating meals away from home, which has always been the brand's creative territory. A couple are on a pier and, unable to brush their teeth after an aperitif, can count on the intervention of the Daygum Special Agent, ready to provide the solution with Daygum Protex.

“Daygum has always been an elegant and technological brand in its look, ironic in its language, just like any self-respecting special agent,” says Antonia Capasso, the campaign's creative director, explaining how the creative idea came about.

The main innovation concerns the production: the film is in fact the first spot by Perfetti Van Melle Italia made entirely with artificial intelligence and represents a further step in exploring generative technologies applied to the brand's communication.

The choice of AI makes it possible to bring the universe of the Daygum Special Agent to life through a distinctive, premium visual language, while keeping at its centre the message that has always characterised Daygum: when you are away from home and cannot use a toothbrush, the brand is an ally for oral hygiene.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.