CHICAGO— An eight-hour opium binge resulted in a towering work of advertising Sunday, when DDB Needham copywriter Brian Lisi gave birth to an epic 400-line radio jingle for Tums. "When Vulcan's fires spout and rage / within a roiling acid sea / let work the soothing tablet Tums / The Hell-sear'd forge within becomes / sweet alkaloid esprit," the jingle begins before detouring into iceberg imagery believed to represent Tums' new "Cool Relief" flavor. The ad, which begins production in June, is expected to run nearly 90 minutes.