Who uses joysticks to play games anymore? They look silly, squeak incessantly and get jammed just when you're about to beat the boss level.
Apparently Stride Gum agrees, so they've taken the only logical step: producing an iOS game controlled entirely by chewing.
'Gumulon' uses your handheld device's front-facing camera to track your facial movements. Thus when you masticate, adorable sprite Ace jumps. As game mechanics go, it's not exactly 'The Last of Us' but kudos to Stride for trying something new (and releasing it as a free app).
We haven't had a chance to sink our teeth into 'Gumulon' yet, but this campaign from Weiden + Kennedy and Johnny Two Shoes makes it look like a lip-smacking good time.
Unfortunately, this hasn't quite transferred to viral popularity with only 220 shares since it's release on the 20th of June.
Check out the spot, download the app and see for yourself. Just be careful what you eat: you don't want to walk poor Ace off a cliff or something.