作为箭牌糖果全球战略的一环，BBDO广州联手奥斯卡最佳短片导演Joachim Back与好莱坞制片厂Anonymous Content为中国地区拍摄了3组15秒的短片和一则1分钟的长篇。
BBDO Guangzhou’s latest campaign for Wrigley’s Extra has caused a stir on two fronts – for changing the tagline and focus, and for using a controversial celebrity.
Opted and overseen by BBDO Global, BBDO Guangzhou joined forces with Best Short Film Oscar-winning director Joachim Back and Hollywood studio Anonymous Content to create three 15-second spots and a one-minute version for the China market.
The campaign scraps the longstanding and popular tagline ‘Cares for Teeth, Cares for You’ that emphasised the oral health benefits of chewing Extra, replacing it with ‘Time to Shine’, encouraging young people to face up to their challenges. BBDO Guangzhou Creative Partner Helen Sze explains, “Our customers are changing, so must our strategy. We want to reflect what people are thinking now.”
Helen adds, “We are trying to adopt a more emotional appeal to communicate with our costumers. We noticed that this generation is more willing to accept challenges [and] optimistic when facing them.” As such, the individuals showcased in the 15-second spots were chosen to represent different types of challenge: infamous celebrity Guo Jingming, who struggles against negative criticism; track star, Su Bingtian, who competes for his country; and a non-celebrity who faces everyday difficulties.
益达《笑出强大》苏炳添篇｜Wrigley Extra Time to Shine: Su Bingtian
The decision to use Guo has not proven popular with viewers. The youth adult fiction writer, whose four novels have sold over a million copies each, has become a controversial figure for plagiarizing much of his book, Never Flowers in Never Dreams, and for generally promoting the worship of money in his work.
Describing Guo as a ‘love him or hate him’ person, Sze says that despite initial concerns, the author was selected, “because he provokes debate… With the extreme negative comments, he is the one that truly demonstrates how to face up to challenges.”
摄制组在西班牙拍摄郭敬明的镜头｜The crew shooting Guo Jingming’s scene in Spain
“We tried to present Guo’s self-confidence in the best possible way”, Sze adds. “After a few takes we decided it was best to shoot him from a low angle, so that people could see him not as controversial but a brave, confident person.”
益达《笑出强大》郭敬明篇｜Wrigley Extra Time to Shine: Guo Jingming
Guo himself had his reservations. Before the shoot, he suggested changing the script because the first line of voice over “Who will you piss off this time” risked inciting further annoyance, but eventually accepted the first version after seeing the rough cut. The film is softened by a comic touch, as the famously short celebrity, standing at 1.4m, raises the microphone before speaking.
摄制组在波士顿拍摄苏炳添｜The crew shooting Su Bingtian’s scene at Boston, USA
Filmed in Spain, the entire shoot took almost a week, during which time the crew had to fly to Boston, USA, where Su Bingtian was competing at the time.
Helen Sze thanks director Joachim Back for his excellent work, “It’s very difficult to present a story about how to face challenges in a 15-second spot. Plus it’s a global campaign, meaning he had to work with different BBDO branches.”
益达《笑出强大》新娘篇｜Wrigley Extra Time to Shine: Bride
The Time to Shine campaign will run for a year. “This is only a start,” says Helen, “there will be more new commercials to expect in the next few months. We will elaborate on the Time to Shine idea. The new ones may be tightly connected with some ongoing events. At present we have no idea what we’ll come up with.”
益达《笑出强大》｜Wrigley Extra Time to Shine
- 创意团队：Kevin Lynch, Helen Sze, Leigh Li, Yulei Zeng, Leo Jin, Fin Hao, Tom Ye, Lily Zeng, Dennis Ding, Dison Dai
- 制片：Alice Chu
- 制片公司：Anonymous Content (USA) & Twenty Four Seven (Spain)
- 导演：Joachim Back
- 摄影指导：Pavel Edelman
- 音乐studio: Adelphoi Music
- 后期公司：The MILL Chicago
- 剪辑：Assembly Room
- Creative: Kevin Lynch, Helen Sze, Leigh Li, Yulei Zeng, Leo Jin, Fin Hao, Tom Ye, Lily Zeng, Dennis Ding, Dison Dai
- Producer: Alice Chu
- Production Company: Anonymous Content (USA) & Twenty Four Seven (Spain)
- Director: Joachim Back
- DOP: Pavel Edelman
- Music studio: Adelphoi Music
- Post production: The MILL Chicago
- Editing house: Assembly Room