Orbit's 'Time to Shine' ads get seriously intense about gum

Goodbye cheeky spokespeople, hello heart-pounding sense of urgency

The gum category has seen better days. But brands like Wrigley and Take5 have had luck in recent years by turning up the emotion, focusing on the benefits of fresh breath at major life moments rather than the product itself. Now, Orbit, via multiple BBDO Worldwide offices, is getting in on the game, launching a campaign called "Time to Shine" that breaks from its traditionally cheeky, funny ads and cranks the intensity to 11. A voiceover straight out of an action film talks about "destiny," "opportunity," "the stars" and "life-changing moments" against a Hans Zimmer-like score. Are you ready? It’s gum time!


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