David Blecken
Jan 23, 2015

Wrigley shows that 'Hello' can lead to unexpected places

GUANGZHOU – 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.

wide player in 16:9 format. Used on article page for Campaign.

Client: Wrigley

Market: Hong Kong, Taiwan

Campaign scope: TVC

Details: Taking its cue from The Hangover, the spot follows our 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 centres on seeing where the word ‘Hello’ and a bit of confidence will lead.

Press release quote: Nicole McMillan, vice-president of Wrigley Asia-Pacific: “Eclipse is all about giving people confidence and something as simple as ‘hello’ can open up all sorts of possibilities. Our ‘hello’ brand proposition has always been about telling stories celebrating the coming together of new friends.”

Andy Fackrell, DDB regional creative director: “Hello is such a universal greeting, and we enjoyed playing with the idea of different storylines. 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.”

Campaign Asia-Pacific’s comments: We like Eclipse’s ethos. A logical progression would be to invite real-life Eclipse-poppers to share their experiences. Perhaps Wrigley could offer a free box to anyone who ends up in jail and manages to become pals with the police officers.

CREDITS

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

 

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