HONG KONG – BBDO South China has created and 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.
Wrigley Extra ‘Paparazzi’ 30 sec TVC HK Ver Eng Subs from Victor Manggunio on Vimeo.
Credits
Art Director: Michael Tam
Writers: 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
