Category: Sweet Foods & Snacks
Advertiser: WRIGLEY
Product/Service: ORBIT GUM
Agency: ENERGY BBDO
Production Company: BISCUIT FILMWORKS, Los Angeles, Chicago, Chicago, USA, USA, USA
Production Company: THE WHITEHOUSE, Los Angeles, Chicago, Chicago, USA, USA, USA
Production Company: FILMWORKERS CLUB, Los Angeles, Chicago, Chicago, USA, USA, USA
Date of First Appearance: Jun 14 2010
Chief Creative Officer: Dan Fietsam
Executive Creative Director: Frank Dattalo/Mike Roe
Copywriter: John Fiebke
Art Director: Tim Mattimore
Agency Producer: Liz Zorek/Brigette Whisnant
Account Supervisor: Katie Clow
Director: Aaron Stoller
English Description
For this TV commercial, we wanted to demonstrate what it was like to open this new pack. So, we created a TV commercial using a dramatized consumer panel within the Orbit Institute and captured the humorous, over-the-top reactions and subsequent dirty mouth exclamations that are triggered by the unexpected reveal of the new Orbit® gum pack designs. In the spot, a diverse group of people are introduced to the new Orbit package designs. When the designs are revealed, we are exposed to the colorful new Orbit packaging and some colorful language – a derivative of slang established by Orbit in past marketing communications, where dirty curse words are replaced with silly, nonsensical, clean words.