Doublemint (綠箭), a Wrigley's gum brand, has added a humorous twist - Don’t wait - to its new global campaign, presenting an awkwardly hilarious moment delivered by well-known Chinese comedian Jia Ling.
Created by BBDO South China and brokered by media agency Starcom, the launch spot Office Fireworks aims to remind audiences “Don’t wait for Jia Ling’s help to make a connection. Start something fresh with Doublemint".
“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.”
Jenny Loh, global brand director at Doublemint, added that Jia Ling’s confident, outgoing personality is an inspiring match for the Doublemint brand.
“We’ve been trying to imitate her dance moves in the office for weeks. It’s harder than it looks,” she added.
The campaign began in China, and will be rolled out to additional markets around the world in the coming months.
Creative: Kevin Lynch, Helen Sze, Rays Chen, Dominique Wong
Account: JC Catibog, Dave Thorne, Eric Zhou, Kristie Cheung, Miko Kong,
Planner: Owen Smith
Producer: Catherine Law
Production House: The Kitchen Film
Director: Greg Bray
DOP: Christian Datum
Assistant Director: Cindy Wong
Executive Producer: Angie Cheung
Producer: Vicki Li
Post Production: Ping Pong
Music: Drum Music