An ancient social stigma says that, chewing gum gives a bad impression. But is that true?
In this picture, which one seems like he has more friends?
Whose the good cop and whose the bad cop?
Del Campo Saatchi & Saatchi’s ‘Almost Identical’ exhibit demonstrates that gum chewing isn’t bad for the image.
Take two identical twins, some chewing-gum and a buzzer. That was how this art installation with a difference looked in the “Museum of Contemporary Art of Buenos Aires”. Last October they carried out this experiment: pairs of twins of various ages took part in the installation. They even wore the same clothes and had the same hairstyle. But there was just one thing that distinguished them.
One of them got given ‘BELDENT’ brand chewing gum.
The experiment conducted under the assumption that such negative social stigma of gum-eaters exists. They then employed five pairs of identical twins. Each pair of twins were dressed and presented identically, with the only difference being that one of the twins was chewing a gum.
Onlookers were then asked a series of questions about their impressions of the twins, ranging from “Which one seems like he has more friends?” to “Which of these bosses would give you a raise?” to “Which one has a better sex life?” The gum-chewing twin received the more positive answer.
Throughout the day, museum-goers participated in an interactive exhibit, answering questions concerning the image of the two twins in each set.
Of the 481 people who participated in the experiment, it was proven that 73% of the respondents favored the twins who were chewing gum, looked happier and didn’t even give a bad impression.
Watch this video and see for yourself if you can guess which one turned out to be the ‘good twin’in real life. I bet you can’t!
Overall, Beldent is trying to prove that there is a false social stigma attached to chewing gum and that in fact they do not want just some sales boom on the market, they want to make people seem to look COOLER. The advertising campaign was created by the Argentinian agency Del Campo Saatchi & Saatchi, renown award winning pioneers of the field.
Several observations spring to mind. First, the gum chewers, with their mouths in motion, seem to be smiling at times. They look more relaxed and happy than their tight-lipped twins who make pouty and snobby expressions, as if thinking: “Damn, I wish I had a piece of gum!”
Also, putting identical twins on public display is kind of freaky. Wouldn’t you agree?