Wrigley launches revitalised Extra 'Food Creatures' campaign via DDB Sydney

Screen shot 2012-02-13 at 10.05.48 AM.jpgCB Exclusive - Wrigley, via DDB Sydney, has evolved the long-running 'Food Creatures' campaign, this time being portrayed as a menacing gang of thugs, accompanied by a re-recorded version of 'Bad Boys' by Inner Circle.

The 30 second TVC, which went to air last night, will be complemented by outdoor and radio across various networks.

Screen shot 2012-02-13 at 10.06.13 AM.jpgWrigley and DDB Sydney launched the 'Food Creatures' campaign idea in 2007 and it has since been rolled out to over 50 of Mars Wrigley's markets, many of which are using executions generated in Australia.

Says Simon Veksner, deputy ECD at DDB Sydney: "Batman has The Joker, and Harry Potter has Voldemort - a great hero needs a great villain. It's already the market leader, but we feel that these new meaner, nastier Food Creatures will help make an even bigger hero of Wrigley's Extra."

Screen shot 2012-02-13 at 10.18.37 AM.jpgSays Chris Blayney, Marketing Director Wrigley Pacific: "This is a new spin on one of the most successful campaigns Wrigley's has seen. We created it back in 2007 and five years later it is still going strong. The global scope of Food Creatures is a great example of Australian creativity travelling around the world. We look forward to more people chewing more gum."
David Chriswick, Planning Director at DDB Sydney, added: "The challenge for us this time around was to balance the rational sciencey stuff with a short story that would stand out again and entertain. With a distinctive soundtrack and an edgier spin on these six inch celebs, I think we've done well and I'm confident that the 'Eat, Drink, Chew' message will be even more meaningful as a result."

Creative Director: Simon Veksner
Creatives/ Creative Group Heads: Steve May, Nils Eberhardt
Planning Director: David Chriswick
Business Management: Rebecca Crawford, Susan Bennett
TV/Radio Production: Amy Hansen and Harriet Burton Taylor
Print Production: Lila Trajkoska
Production House: Platige Image
Sound Design: Song Zu

Wrigley: Tia Notermans, Alexandra Skolarikis, Kym Bonollo


Donut. said:


Gumbelina. said:

Nice. Ought to recruit a few kiddies to the brand.

OMG said:


Extra Comment said:

these don't look as good as the other ads for extra on youtube which I loved. what's happened to all the charm?



JESUS!!! said:

Interesting how senior creative leaders disassociate themselves with this.......


Andrew D said:

That bloody music is going to be in my head all day now.

My cold heart always melted for these little guys!

And I think that was the problem since it's the product to get rid of them that you're meant to love. The 'thug" re-branding makes more sense at the very least.

Stringer Bell said:

Love the guy with the olive

Campaign Thinking said:

A good development of the theme.

Damn. said:

Try as I may, I can't get that bloody song out of my head, either. Shit.

Andrew D has said it already but so what said:

The music is actually pretty nicely done. A dreadful pun in a way, but it works.

Shame said:

What have they done?


Cute adaptation.

Huffy McGhee said:

They've lost all the charm of the first ones. That last "Eat Drink Chew!" was the last straw for me.

Shame. I love these little guys.

Chew said:

I like.

Looks like the client might have put it through link test might have been introduced - hence the inclusion of the little graph.

Wil Smith said:

I'm down wid-it.

Martin Lawrence said:

Not the best in the series, but good to see a client not chopping and changing their strategy every year like... um... pretty much every other brand. Running in over 50 markets worldwide- pretty good stuff for the arse end of the world to produce.

Wil Smith said:

Now that's how you driiive!!!

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