Here’s a gum for people who feel they’ve bitten off more than they can chew.
Wrigley’s Orbit is rolling out a new campaign tagged “Time to Shine,” a shift from the brand’s familiar “Just brushed clean feeling” to something more aspirational.
“The idea is that when you have a clean mouth or fresh breath, you feel more confident,” John Starkey, regional vice president of marketing at Wrigley Americas, tells AdFreak. “The scripts are a celebration of what can happen when you feel ready to take on your ‘Time to Shine’ moment.”
Sarah Silverman breaks off her romance with a walking, talking coffee cup in EnergyBBDO's snappy new spots for Orbit Gum.
As the comic pitches ideas to Hollywood producers ("My character can solve crimes, but she chooses not to."), the anthropomorphized container interrupts, and Silverman tells him their relationship is over.
While definitely more safe for prime time than Silverman's usual fare, the ads include a few sly double entendres, like the cup's announcement that "I have your lipstick all over my rim."
"Break up with lingering food" is the tag, used in January for a spot in which the cup has another uncomfortable public split. Speaking of breakups, "fabulous" Orbit spokeswoman Farris Patton is nowhere to be seen, but Sarah's mouth shines just as bright.
Will there be a sequel? The cup can be recycled, after all. Or maybe next time, Silverman can break up with a bowl of bulgogi because all the spice has gone out of their affair.
Be sure to check out our recent Q&A with Silverman if you're curious about her perspective on advertising, including her PSA co-starring a pro-choice Jesus.
Orbit has also created Spanish-language versions of the ads, sadly not featuring Silverman. Check out one after the jump.
L’artiste argentin Tomás Saraceno installe sa dernière création « In Orbit » au dessus de la place du musée K21 Standehaus à Dusseldorf à 25 mètres de haut. Sur trois niveaux, elle pourra être investie par les visiteurs qui pourront s’y déplacer. Une création arachnéenne et céleste à découvrir dans la suite.
I've had way worse airline seatmates than the annoying, anthropomorphized, Jinx-playing serving of meat and mashed potatoes depicted in Energy BBDO's new commercial for Orbit gum. Beats getting stuck with ad-sales types ranting about CPMs, or bloggers with their sweaty palms and sad eyes. A second spot, set at a race track, features an outsized, whiny helping of nachos that would've been great as a '70s Dr. Who villain, intent on conquering the world by giving mankind indigestion. These latest helpings in the "Don't let food hang around" campaign are amusing—the costumes and makeup are, as always, fantastic—but they don't quite match the inspired culinary absurdity of that earlier spot in which a giant pita sandwich answers its cellphone "Falafel!" and ends the call with a deadpan, "Love you too." Classic! The challenge moving forward is to keep the campaign fresh, lest the talking-food joke repeats on you and spoils the fun. Credits below.
CREDITS Client: Orbit (Wm. Wrigley Jr. Co.)
Agency: Energy BBDO Chief Creative Officer: Dan Fietsam Executive Vice President, Head of Integrated Production: Rowley Samuel Senior Vice President, Group Creative Director: Leon Wilson Creative Director, Copywriter: Miller Jones Creative Director, Art Director: Aaron Pendleton Senior Producer: Kevin James Vice President, Senior Account Director: Pete Ruest Account Supervisor: Brian Sisson Senior Account Executive: Niki Shah Print Producer: Liz Miller-Gershfield
Production Company: Recommended Media Director: Chris Woods Executive Producer: Phillip Detchmendy Founder, Chief Executive Officer: Stephen Dickstein Line Producer: Darrin Ball Director of Photography: Neil Shapiro Production Designer: Alison Sadler
Visual Effects: Legacy EFX Visual Effects Supervisor: Alan Scott Visual Effects Supervisor: Vance Hartwell Visual Effects Assistant: Lyn-Del Pederson
Editing: White House Post Editor: Carlos Lowenstein Assistant Editor: Kenan Legg Producer: JoJo Scheerer
Visual Effects: The Mill Executive Producer: Jared Yeater Visual Effects Supervisor: Phil Crowe Visual Effects Supervisor: Iwan Zwarts Flame Artist: Melissa Graff Flame Artist: Randy McEntee
Reach the unreachable. New liquid filled Orbit Clean.
Advertising Agency: Graffiti BBDO, Romania
Creative Director: Ema Prisca
Art Director: Cosmin Simionescu
Copywriter: Dan Stanescu
Illustrator: Kati
Client Service: Raluca Simion
Published: May 2008
He who chews Orbit after any meal, healthy teeth will have.
Advertising Agency: MarkBBDO, Prague, Czech Republic
Creative Directors: Leon Sverdlin, Martin Charvat
Art Director: Dan Kurz
Copywriter: Pavel Sobek
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