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Chew on This: Hit Song 'forever' by Chris Brown is a gum jingle

pop music fans, Sharp ears may have noticed A brief reference to an old chewing-gum jingle buried in "Forever" Chris Brown among the 10 affected. "Double your pleasure, double your fun," the singer R & B singing in the choir.

What listeners do not know - and what Wm. Wrigley Jr. Co. was revealed last week - is that the song is a commercial.

"Forever" is an expanded version of a new Doublemint jingle written by Mr. Brown that will air this month on ads of 30 seconds for the green rubber containers Wrigley gum.

Mr. Brown is one of a trio of pop stars engaged by the advertising 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 with R & B singer Ne-Yo doing his own vision Big Red "Kiss a little longer" jingle. And Dancing With the Stars regular become the country singer Julianne Hough recorded a twangy version of Juicy Fruit "The like going to move now. "

But Mr Brown "Forever" is the most ambitious of the campaign. Mr. Brown was commissioned to write and sing in 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 producer hip-hop Polow Da Don. Then, during the same recording session in Los Angeles in February, paid for by Wrigley, Mr. Brown added new lyrics and made a version 4 ½ minutes of the song, titled "Forever."

In April, Mr Brown's record label, Jive Records, released the song to stations digital radio and services as a single download.

After the song became a hit, Jive added it to their 2007 album, Exclusive, and re-released the album in June. "Forever" reached No. 3 on the Hot 100 Billboard chart last week.

All three new Wrigley jingles is scheduled to be released by the artists who make them.

Mr. Brown is scheduled to sing "Forever" and segue into his jingle. New ads TV and radio spots to jingles and print ads that show new packaging for the gum is set to appear this month.

The campaign shows a deepening the ties between pop music and advertising. Rappers frequently mention luxury products like liquor or cars in songs and occasionally serve as spokespersons paid by the brands.

The Wall Street Journal

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