Hit song ‘Forever’ unmasked as jingle for gum
Sharp-eared pop-music fans may have noticed a brief reference to an old chewing-gum jingle buried in “Forever,” Chris Brown’s top-10 hit. “Double your pleasure/double your fun,” the R&B singer croons in the chorus.
What listeners don’t know, and what Wm. Wrigley Jr. Co. planned to reveal today, is that the song is a commercial.
“Forever” is an extended version of a new Doublemint jingle written by Brown and scheduled to begin airing next month in 30-second spots for Wrigley’s green-packaged chewing gum.
Brown is one of a trio of pop stars enlisted by ad agency Translation Advertising, a unit of Interpublic Group of Cos., to update the images of three of Wrigley’s best-known brands.
The campaign includes spots featuring R&B singer Ne-Yo doing his own take on Big Red’s “kiss a little longer” jingle.
And Dancing With the Stars regular-turned-country-singer Julianne Hough recorded a twangy version of Juicy Fruit’s “The taste is gonna move ya.”
But Brown’s “Forever” is the most ambitious part of the campaign. Brown was commissioned to write and sing the pop song and a new version of the Doublemint jingle, introduced in 1960.
First, 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, Brown added new lyrics and made a 4½-minute rendition of the tune, titled “Forever.”
In April, Brown’s record label, Jive, released the song to radio stations and digital download services as a single.
After the song became a hit, Jive added it to Brown’s 2007 album, Exclusive, and re-released the album in June.
“Forever” reached No. 4 on Billboard magazine’s Hot 100 chart last week.
All three new Wrigley jingles are scheduled to be unveiled at a news conference today in New York, with each of them to be performed by the artist involved.
The campaign illustrates a deepening of the ties between pop music and advertising.