Trident Fresh has unveiled a new campaign, created by F/Nazca Saatchi & Saatchi, featuring the idea that the gum refreshes the mind as well as the taste buds.
The ad shows a man waiting for his dog to be finished at the groomers, and popping a stick of Trident Fresh into his mouth.
A choir of fish inside an aquarium then begins singing Bohemian Rhapsody by Queen, with the other animals in the shop and then the man himself joining in.
Eduardo Lima, creative director of F/Nazca Saatchi & Saatchi, said: “We wanted to evoke the sensation of a renewed routine. So we transformed a daily situation into something provocative and different.”