Does that catchy hit song Forever by Chris Brown you dance to at your 2k dollar table at the club, where he sings "Double your pleasure, double your fun," make you feel so fresh and so clean? Well, there's a good reason for that because it's a freakin' extended jinle for Wrigley's Doublemint gum (a 30-second version will begin airing next month) as part of the company's strategy to update their brands. The WSJ reports:
But Mr. Brown's "Forever" is the most ambitious part of the campaign. Mr. Brown was commissioned to write and sing both the pop song and a new version of the Doublemint jingle, introduced in 1960.
First, Mr. Brown updated the jingle and recorded it with hip-hop producer Polow Da Don. Then, during the same Los Angeles recording sessions in February, paid for by Wrigley, Mr. Brown added new lyrics and made a 4½-minute rendition of the tune, titled "Forever."
Remember in the dystopic future presented in Judge Dredd we all laughed when they listened to popular commercial jingles on the radio? Well, the future is here.
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