Doublemint (ç¶ ç®), a Wrigley’s gum brand, has added a humorous twist – Donâ€™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 â€śDonâ€™t wait for Jia Lingâ€™s help to make a connection. Start something fresh with Doublemint”.
â€śWe have opportunities to make new connections all the time,â€ť said Nicole McMillan, Wrigleyâ€™s vice president, Asia Pacific marketing.
â€śBut those moments donâ€™t last long. You have to act quickly â€“ you canâ€™t wait.â€ť
Jenny Loh, global brand director at Doublemint, added that Jia Lingâ€™s confident, outgoing personality is an inspiring match for the Doublemint brand.
â€śWeâ€™ve been trying to imitate her dance moves in the office for weeks. Itâ€™s harder than it looks,â€ť 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