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DDB Guangzhou & Sydney Say 'Hello' to Freshness for Wrigley

DDB Group Asia Pacific, 2 years, 9 months ago

Sweet Shop's Damien Shadforth channels 'The Hangover' vibes for new campaign

DDB Guangzhou & Sydney Say 'Hello' to Freshness for Wrigley

Wrigley has launched a new campaign for Eclipse, its sugar-free mints. Created by DDB Group Guangzhou and DDB Sydney, the TVC centres on a young man making the best of unexpected and uncomfortable moments – including run-ins with a thug, street performers, gangsters and even a body bag. 

Remaining consistent with Eclipse’s brand story of seeing where ‘hello’ takes you, the TVC reinforces the notion that every new connection offers a potential opportunity. 

Nicole McMillan, Vice President, Wrigley Asia Pacific, said, “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. 

"This new ad is a refreshing shift from the original Eclipse hello ad launched in 2013 — pushing the boundaries and bringing to life just where a little bit of confidence can take you.”

Filmed specifically for Hong Kong and Taiwan, the TVC features a young man travelling through the back streets of a dangerous city and the predicaments he finds himself in. ‘Hello’ becomes his catch cry, and with a packet of Eclipse in his pocket, he enjoys the company of his new friends.

Andy Fackrell, Regional Creative Director, DDB Group Asia Pacific, said, “Hello is such a universal greeting and we enjoyed playing with the idea of different story lines. 

“With Bangkok as a backdrop, we knew we could be a little wacky and adventurous with the main characters’ predicament going from the fairly obvious to frankly the ridiculous”. 

The TVC aired in Hong Kong on 19 January and launched in Taiwan on 22 January 2015.


Advertiser: Wrigley APAC

Creative Agency

Business Director : Phil Romans

Chief Strategy Officer: Tim Schlick

Creative: James Sexton, Harry Towle

Creative Agency: DDB Group Guangzhou, DDB Sydney

Group Creative Director: (Regional)Andy Fackrell

Producers: Brenden Johnson

Senior Account Director: Wendy Zou

Senior Account Manager: Ophelia Lam

Media Agency

Media Agency: MediaCom

Production Company

Director: Damien Shadforth

Production Company: Sweet Shop

Category: Food , Sweet

Genre: Comedy