Ashton Kutcher sinks teeth into Wrigley's role

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The TV campaign -- to air globally outside North America -- shows the star breaking up with a slice of pizza

LONDON — Ashton Kutcher stars in a new TV campaign for Wrigley's Extra chewing gum.

The ad forms part of the brand’s "eat drink chew" position and shows Kutcher arguing with a leftover piece of pizza that has outstayed its welcome.

It is only when Kutcher turns to Wrigley’s Extra that he is able to banish the day-old pizza and begin feeling fresh again.

The ad continues Wrigley’s theme of breaking up with lingering food. The actor, Antonio Banderas, was the first ambassador for the brand and starred in an ad in 2013 in which he broke up with a donut.

The latest ad will run all year and is the launch spot for Wrigley’s £15 million ($23 million) marketing campaign. The ad, which will run globally but not in North America, was created by BBDO and directed by Matt Piedmont. MediaCom handled the media in the UK.

In a statement, Kutcher said: "I’m a big fan of Extra and when they approached me with this concept, I thought it would be fun to mimic a real breakup scenario. … It’s something pretty much everyone can relate to."

This article first appeared on campaignlive.co.uk.

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