Comedian Jia Ling Kindles Office Romance in BBDO China's Wrigley Spot

BBDO South China has launched the first execution of a new global campaign for Wrigley’s Doublemint gum brand. 

The new campaign continues to emphasize Doublemint’s ability to help connect people, but adds an urgent twist: “Don’t wait”.

“We have opportunities to make new connections all the time,” said Nicole McMillan, Wrigley’s Vice President, Asia Pacific Marketing. “But those moments don’t last long. You have to act quickly – you can’t wait.”

The launch spot, “Office Fireworks,” stars well-known Chinese comedian Jia Ling. When an office worker spots an attractive co-worker, she hesitates to say hi. Fortunately, Jia Ling magically appears and urges her to act. The spot humorously reminds people “Don’t wait for Jia Ling’s help to make a connection. Start something fresh with Doublemint.” 

“Jia Ling’s confident, outgoing personality is an inspiring match for the Doublemint brand,” said Jenny Loh, Global Brand Director for Doublemint. “We’ve been trying to imitate her dance moves in the office for weeks. It’s harder than it looks.”

The campaign began in China, and will be rolled out to additional markets around the world in the coming months.