GGT’s commercial for Wrigley’s Spearmint Gum employs stylistic road movie format

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.

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

Killers.



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

Greyhound bus.



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

challenges.



’It’s a Wrigley’s campaign, but not as we know it,’ he added.



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