Wrigley’s and BBDO South China find the perfect way to ‘break up’ with help from a donut
BBDO South China has launched the latest chapter in Wrigley’s “Break Up” campaign for Extra gum. The campaign, which runs globally, acknowledges the fact that sometimes after eating, food can linger a bit longer than we wish, leaving us with less-than-clean mouths. Fortunately, there’s an easy way to “break up” with that lingering food – just chew Extra gum.
The new spot, “Paparazzi,” stars Taiwanese actress and singer Rainie Yang breaking up with a donut. It is the first execution in the campaign specifically created for Asian markets.
“While the act of ‘breaking up’ is a universally-relatable situation, Rainie brings a strong regional relevance to the campaign,” said Nicole McMillan, Wrigley’s Vice President, Asia Pacific Marketing. Added Vivian Ho, Marketing Director for Wrigley Taiwan & Hong Kong: “Rainie’s smile alone serves as a great reminder of Extra’s ability to deliver clean, healthy teeth.”
Regarding the donut, Kevin Lynch, Executive Creative Director for BBDO South China, said, “It was tough to see the little fellow’s heart be broken like that. But honestly, some guys just refuse to take a hint.”
The spot went live last week, and will be running in Hong Kong and Taiwan.
Credits – Art Director: Michael Tam. Copywriters: Carol Lui, Florence Lai, Alex Nui. Producer: Catherine Law. Creative Director: Kevin Lynch. Film Director: Victor Manggunio. DoP: Francis Chen. Producer: Edgar Tang. Production House: Noodle Films Hong Kong. Offline Editor: Teddy @PingPong. 3D Animation & Post Production: The Mill. Head of Production: Andrew Sommerville.
3 Comments
Watch this also from BBDO in the US, same idea, identical script.
http://youtu.be/eTTowxthrVA
@Caught. I think plenty of brand and their network agencies are trying to achieve “one voice” across many markets. I’m guessing that’s what you’re pointing out right? You’re not suggesting the idea was “borrowed” or that “you’d seen it before” – were you? Or?
@Caught. I think plenty of brands and their network agencies are trying to achieve “one voice” across many markets. I’m guessing that’s what you’re pointing out right? You’re not suggesting the idea was “borrowed” or that “you’d seen it before” – were you? Or?