Cough syrup, needles, seafood, and impending bee stings. These are just some of the things our mouths go through.
Wrigleys Orbit chewing gum has taken a new approach to their print advertising. With the release of their new 'fruity flavours', they have decided to veer away from the normal "bacteria eliminating" "fresh breath creating" benefit that their gum offers. Instead they've taken the perspective of our mouths and have tried to show what it has to put up with on a regular basis.
The headline, "Your mouth's been through a lot. Show it a good time.", gives you a taste , excuse the pun, of what Orbits new gum is about.
The 'fruity flavours', supposedly, give your mouth a break. From what it's used too. I can imagine the ideas the creative team would've had, before they got to their final campaign. 'It's like giving your mouth a vacation.' This would've likely ended up with the view of a mouth looking like a beach side resort. Mmm, chewing gum that tastes like sand.
I agree with the angle that they've taken. Instead of showing the effect of what the gum has on your mouth. Which can likely give off a bad view of the gum itself, if it's not executed properly. They decided to show the negatives of what your mouth normally goes through, for most people.
The idea is original and refreshing. Coupled with a brilliant visual execution and a good headline; makes it an all round ad campaign that other chewing gums can be envious of.
Wrigleys Orbit is seen as a global brand, and product; yet this campaign was created in South Africa. Yes that's right. Whoever said South Africans don't make good advertising, was either lying or just ignorant.
I'm quite glad to be part of the advertising industry in South Africa at the moment.
Unlike the UK and the States, where advertising is stagnating, South Africa is going full steam with innovative ideas and prospects. Don't get me wrong, there are very bad ads, like every country, but it's the good ones that are getting noticed and that's what matters.
No comments:
Post a Comment