LIfe saver Bubble gum!

Bazooka bubble gum appears to be a very strong one! Kids can easily use them as an airbag for their carts. I admit it is somehow funny, but i don't really see the idea here. What is the message? the gum is so hard that a kid won't be able to chew on it? Or does it simply want to say that it doesn't blast off? I thought that bubble gums are supposed to brake at some point (and that is also part of the fun). I can understand a concept like making really big bubbles, but this one here confuses me a bit. :-/ Maybe i am unfair now, and all that matters is that the ad achieves to catch your attention? In that case, yes... it can manage to make you smile and yes it can make you stop for a few secs on it... so probably it does work.

Client: Bazooka Bubble Gum
Agency: Duval Guillaume, Brussels
Copywriter: Raoul Maris
Art Director: Christian Loos
Photographer: Marcel Veelo

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