GGT has unveiled the first work for Wrigley’s Spearmint Gum since
the brand parted company with Abbott Mead Vickers BBDO last year. GGT
won the business earlier this year (Campaign, 7 March) after it had
spent a short time at TBWA Simons Palmer.
The commercial takes the form of a stylistic road movie, reminiscent of
David Lynch’s Wild at Heart. It opens on a diner in the Arizona desert,
where the viewer is introduced to a pair of spaced-out lovers who wax
lyrical about Wrigley’s Spearmint Gum.
’Isn’t it amazing how Wrigley’s Spearmint Gum represents the journey
through life on a never-ending minty highway?’ the boy asks dreamily,
before the pair pile into his soft-top for a spin.
’What are you doing for the rest of your life, sugar lips?’ he asks.
’Nothing,’ the blonde bombshell replies. ’Let’s chew some gum in the
fast lane,’ he suggests, and they drive off together.
The 40-second commercial, which breaks this week, was written by Paula
Jackson and art directed by Chris Beckles. The film was shot in
Flagstaff, Arizona, using the same diner seen in the film, Natural Born
It was directed by Geoff Posner through Academy Films.
CIA Medianetwork handled the media planning and buying for the revamped
strategic and creative approach. Wrigley’s’ most famous recent ad, by
BBDO in the US, featured a couple sharing a piece of Wrigley’s on a
Trevor Beattie, the creative director of GGT - who came up with the
original concept while pitching for the account with his previous
agency, TBWA - said that Wrigley’s was one of the biggest creative
’It’s a Wrigley’s campaign, but not as we know it,’ he added.