Wrigley’s wraps up “Break Up” campaign for Extra gum

BBDO South China has launched the latest chapter in Wrigley’s “Break Up” campaign for Extra gum for the Hong Kong and Taiwan market.

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 marks 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.

Vivian Ho, marketing director for Wrigley Taiwan and Hong Kong, added: “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.”

Creative agency: BBDO South China
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