Lotte Confectionery in South Korea presents its caffeinated gum as the way to stay alive on the road. A driver’s gum becomes the airbag in his car. “It wakes you, it saves you. No drowsiness gum.”
The Airbag Gum ad was developed at Daehong Communications, Seoul, South Korea, by art director Junghwa Kim, copywriter Kikwan Lee, illustrator Juyong Lee, and photographer Mina Hwang.
There is some similarity with the Bazooka Gum Airbag print ad from Belgium, though the concept of safety is more developed here.