BBDO China Gives The Perfect Way to Dump a Doughnut

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.”

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