Cramer-Krasselt: STORY director Kevin Smith stirs up grimy comedy for Gumout.

REEL Chicago – August 24, 2021

A clandestine meeting between a pair of shady characters under a dank freeway overpass leads to an unexpectedly hilarious result in a new spot for Gumout directed by Kevin Smith of STORY.

Conceived by Cramer-Krasselt (C-K), the clever ad is set up to look like a scene from a gritty TV crime drama as a craggy-faced older man hops into a younger man’s car and hands him a plain brown bag. “Do you think it will help?” the young guy asks. Offering terse assurance, the older guy extracts a bottle of Gumout from the bag and explains how it can enhance the performance of his car. “You know this is available over-the-counter, kid,” he says. “We don’t have to keep meeting like this.”