GUANGZHOU, CHINA – A new campaign from Wrigley positions the company’s Eclipse mints as the ideal companion for adventure, including hanging out with gangsters and a corpse.
Taking its cue from "The Hangover," the spot follows a naïve-looking young hero on an adventure through the seedy backstreets of Bangkok after dark. Armed with nothing more than a tin of Eclipse mints, he manages to placate and befriend an angry giant, arm-wrestle and lose to a muscle-bound she-male in leopard prints, and share a water slide with a bagged body and a couple of gangsters.
A press release from DDB, which created the ad, explains that the spot "reinforces the notion that every new connection offers a potential opportunity." Eclipse’s brand concept centers on seeing where the word "Hello" and a bit of confidence will lead.
"Eclipse is all about giving people confidence and something as simple as ‘hello’ can open up all sorts of possibilities," said Nicole McMillan, vice-president of Wrigley Asia-Pacific, in a statement. "Our ‘hello’ brand proposition has always been about telling stories celebrating the coming together of new friends."
"Hello is such a universal greeting, and we enjoyed playing with the idea of different storylines," Andy Fackrell, said DDB regional creative director. "With Bangkok as a backdrop, we knew we could be a little wacky and adventurous with the main character’s predicament going from the fairly obvious to the frankly ridiculous."
Client: Wrigley Asia-Pacific
Creative agency: DDB Group Guangzhou, DDB Sydney
Regional creative director: Andy Fackrell
Creative team: James Sexton, Harry Towle
Regional business director: Phil Romans
Chief strategy officer: Tim Schlick
Senior account director: Wendy Zou
Senior account manager: Ophelia Lam
Producer: Brenden Johnson
Media agency: MediaCom
TVC directors: Damien Shadforth
Production company: Sweet Shop
Read the full article on campaignasia.com.