5 Gum is all about taking people to new heights of sensory stimulation. In “Icefly,” 5 Gum created a metaphorical world for its peppermint flavor through the use of a mysterious mechanical “icefly” that immediately freezes everything it comes in contact with. Later, when a swarm of the flies envelops our hero in a frosty cyclone, it takes him the iciest ride of his life.In “Piano,” the tingling sensation of 5 Gum’s spearmint flavor is illustrated by showing what it feels like to be suspended by the dozens of wires that make up an arena-sized piano-like device.
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