AMV Wrigley Extra spot promotes good breath

by Staff Campaign 09-May-08, 10:00

LONDON - Abbott Mead Vickers has launched a film for Wrigley Extra that positions fresh breath as crucial for any intimate social encounter.

The ad, directed by Noam Munroe, sees people flocking into a warehouse for an event.

Inside, each person stands nose-to-nose from the middle outwards until the whole place is packed full. The endline for the ad is "Get Extra Close".

The ad was written by Charlotte Horton and art directed by Bonnie Doman. It was produced by Independent films.

The ad will run as part of a wider campaign by AMV that includes sponsorship idents that will run in the latest series of Hollyoaks.

Last month confectionery company Mars announced a takeover of Wrigley in a deal worth $23 billion (£11.6 million).

CREDITS
Project: Get Extra close
Client name & job title: Gharry Eccles, Managing Director, Wrigley
Creative Agency: AMV BBDO
Copywriter: Charlotte Horton
Art Director: Bonnie Doman
Agency Planner: Louise Nolder
Media Agency: Mediacom
Media Planner: Claire Ferguson
Production Company: Independent Films
Director: Noam Murro
Post-production Company: Framestore