Contorting your face into strange shapes is the best way to win this interactive ad released by Stride.

A new motion controlled game from the chewing gum company invites you to enter the world of Gumulon, where you get to play as a strange green helmet-wearing character called Ace. The one catch is that he’s controlled by how you chew your gum.

In your quest to defeat a prehistoric cave beast, you have to stare at your iPhone and chew gum in a variety of different ways to control the hero of the story. If your jaw isn’t up to the job, you’ll be faced with the ironic demise of being eaten by the prehistoric beast – after he applies a little seasoning of course.

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