Orbit Film EXCLAMATIONS! by Biscuit Filmworks, Energy BBDO Chicago, The Whitehouse

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Industry Chewing-Gum
Media Film
Market United States
Agency Biscuit Filmworks
Agency Energy BBDO Chicago
Director Aaron Stoller
Executive Creative Director Mike Roe, Frank Dattalo Production
Art Director Tim Mattimore
Copywriter John Fiebke
Account Supervisor Katie Clow
Agency The Whitehouse
Production Filmworkers
Released June 2010

Credits & Description

Category: Sweet Foods & Snacks
Advertiser: WRIGLEY
Product/Service: ORBIT GUM
Production Company: BISCUIT FILMWORKS, Los Angeles, Chicago, Chicago, USA, USA, USA
Production Company: THE WHITEHOUSE, Los Angeles, Chicago, Chicago, USA, USA, USA
Production Company: FILMWORKERS CLUB, Los Angeles, Chicago, Chicago, USA, USA, USA
Date of First Appearance: Jun 14 2010
Chief Creative Officer: Dan Fietsam
Executive Creative Director: Frank Dattalo/Mike Roe
Copywriter: John Fiebke
Art Director: Tim Mattimore
Agency Producer: Liz Zorek/Brigette Whisnant
Account Supervisor: Katie Clow
Director: Aaron Stoller

English Description
For this TV commercial, we wanted to demonstrate what it was like to open this new pack. So, we created a TV commercial using a dramatized consumer panel within the Orbit Institute and captured the humorous, over-the-top reactions and subsequent dirty mouth exclamations that are triggered by the unexpected reveal of the new Orbit® gum pack designs. In the spot, a diverse group of people are introduced to the new Orbit package designs. When the designs are revealed, we are exposed to the colorful new Orbit packaging and some colorful language – a derivative of slang established by Orbit in past marketing communications, where dirty curse words are replaced with silly, nonsensical, clean words.