Matthew Miller
Jul 9, 2014

Rainie Yang leaves a sweet love interest behind

HONG KONG - Taiwanese star Rainie Yang ends her flirtation with a pink, sprinkle-covered treat and moves on thanks to help from Wrigley's Extra chewing gum, in a new TV ad from BBDO South China.

'Paparazzi' is the first Asia-specific take on a global concept—that foods tend to linger in the mouth longer than we'd like and should be dismissed with a couple of pellets of Extra. The ad started running in Taiwan and Hong Kong last week.  

“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. 

Kevin Lynch, executive creative director for BBDO South China, quipped that the jilted lover needs to realize that she's just not that into him: "It was tough to see the little fellow’s heart be broken like that. But honestly, some guys just refuse to take a hint.”


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


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