You may recall a theme running through Energy BBDO’s recent campaigns for chewing gum: there was Sarah and Juan for Wrigley’s Extra followed by Marcus and Jessica’s “Second Chance” and then Andrés Ordóñez for CCO.
The love affair continues with a new global campaign for Orbit that feels a bit more highbrow, complete with a British accent. The network’s Chicago office collaborated with BBDO South China and CLM BBDO in Paris for this series, which starts with the anthem spot titled “Anthem.”
So it’s not that the act of chewing Orbit while doing important things makes the stars align … just that the two things happen to occur at the same time quite often. We think we get it.
The following :15s provide a bit of background regarding three particular scenarios, the first being this freckly future Muggsy Bogues.
Little dude is definitely going to swallow that gum on the court.
Then there’s the goalie/kicker showdown that (we assume) defines every working class British childhood.
One day “professional soccer” will be huge in the U.S., we just know it.
Finally, the moment that led to the romance that led to however many millions of views on YouTube and Facebook.
The client’s regional vice president of marketing John Starkey told our colleague today that the campaign is all about “a celebration of what can happen when you feel ready to take on your ‘Time to Shine’ moment” with some assistance from that critical clean teeth/fresh breath feeling.
Dave was a little harsh, calling the work “just earnest enough to be ripe for parody or ridicule” despite its light sense of self-mockery. And sure, the idea that chewing gum leads to success in any given situation is a bit of a stretch. Our readers undoubtedly have their own theories.
CREDITS
Client: Wrigley, a Subsidiary of Mars Inc.
Agency: Energy BBDO & CLM BBDO & BBDO South China
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Kevin Lynch
Creative Director: Pedro Pérez
Creative Director: Josh Gross
Creative Director: Jeff Cena
Creative Partner: Helen Sze
Associate Creative Director: Alejandro Peré
Associate Creative Director: Dan McCormack
Sr. Art Director: Jesús Diaz
Director of Integrated Production: Rowley Samuel
Executive Producer: John Pratt
Producer: Alice Chu
Director of Music: Daniel Kuypers
Vice President, CLM BBDO: Julien Lemoine
Deputy Managing Director: Laurent Duvivier
Group Account Director: Melanie Marchand
Account Director: Erin Welsh
Global Strategic Planner: Veronique Bernard
Production Company: Anonymous Content
Director: Joachim Back
Managing Director: Eric Stern
Producer: Tim Kerrison
Visual Effects: The Mill
Colorist: Luke Morrison
Design Artist: Anzie Lee, Erik Michelfelder, Anthony Morrelle, Adrian Navarro
2D Lead: Jay Bandlish
2D Artist: Andrew Pellicer, Michael Sarabia, Trent shumway, Ryan Urban
Head of Production: Andrew Sommerville
Producer: Tracey Khan
Audio: Stir Post
Audio Sound Design/MIx: Nick Bozzone
Audio Producer: David Kaplan
Audio Producer : Mindy Verson
Editorial Company: The Assembly Rooms
Editor: Eve Ashwell
Editor, Anthem: Sam Rice-Edwards
Assistant Editor: Edward Cooper
Producer: Polly Kemp
US Executive Producer: Mary Knox