For its popular Trident chewing gum, confectionery company Perfetti Van Melle launched a Gen Z-focused campaign called TriDifferent, inspired by how the generation experiences today’s culture and desires to try new things.

“TriDifferent, captures the energy of a generation navigating a world where everything feels increasingly the same, from the sneakers you wear to the shows you stream,” explained Ana Gomez del Campo, global marketing manager at Perfetti Van Melle, “That sameness has created a desire for people to try something different; something that breaks from sameness.” In one 15-second TriDifferent spot, a bored man employed at a factory takes a bite of a tropically flavored gum and then jumps on a conveyor belt to ship himself straight to Hawaii.