Wrigley recruits Antonio Banderas and 'Food Creatures' in new global spot via DDB Australia

wrig1.jpgFollowing the global success of the Australian-born Extra Food Creatures, which were initially created by DDB Sydney and Wrigley in 2007, the Food Creatures have been revamped in a new 30-second TVC that launched yesterday featuring Antonio Banderas.
 
DDB worked with Wrigley's global advertising agency BBDO to assist with the development of the Food Creatures for this latest campaign that showcases the animation alongside Banderas. The campaign is Extra's first celebrity-based advertising execution since the long running Alisa Camplin campaign from the early 2000s.

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wrig2.jpgThe TVC, which will run globally, features Banderas looking to get rid of clingy food and drink in an entertaining situation that sees the Food Creatures speak for the first time since their inception.

The local campaign was brought together by DDB, Hill+Knowlton Strategies, Starcom and MediaVest and will include PR, outdoor, online and social executions.

Says Leif Stromnes, DDB Group managing director of strategy and innovation: "The Food Creatures longevity and worldliness are a testament to the power of how a simple metaphor can effectively communicate the role of Extra in people's lives. We're very proud to have helped Wrigley shape their communications firstly in Australia and now globally."

Says Chris Blayney, Wrigley marketing director: "We are delighted to be working with DDB Australia and the global BBDO network on the 'Eat Drink Chew' campaign. We're particularly proud to be evolving our well-travelled Food Creatures to better communicate the benefits of keeping teeth clean between brushing.

"As an international movie star, Antonio Banderas is the perfect ambassador to help give the Food Creatures a makeover and bring Extra's oral care message to life, encouraging consumers to incorporate Extra into their everyday routine."

Marketing Director: Chris Blayney
Marketing Manager: Kym Bonollo
Senior Brand Manager: Andrean Clarkson
Brand Manager: Tia Notermans
Brand Manager: Claudia Kulka
Deputy Executive Creative Director: Darwin Tomlinson
Creative Directors: Jen Speirs and Madeline Smith
Creative Team: Joe Greathead and Rich Gray
Planning Director: David Chriswick
Group Business Director: Rebecca Crawford
Senior Business Director: Daniel Lipman
Senior Business Manager: Nick Stenmark
Designer: Shane Wahl
Digital Designer: Kevin Murray
Media: Starcom
PR: Hill+Knowlton Strategies

14 Comments

Respect said:

While this isn't the best ad in the world, it's massive that a campaign that originated from Australia is still being aired/developed six years later around the world. How often has that happened before? Usually us Aussies are stuck doing adaptions of global ads...

JACK said:

Oh dear, i actually liked the charm of the original campaign, not brilliant , but sound. This on the other hand is awful, the characters have lost all their cuteness and as for the use of the ageing celebrity, WTF?

Phantom Menace said:

Apparently everyone loved these little guys. Awww, cute. I didn't. To me they were the exact same 'CGI solution' characters we see in every other commercial. Anyone who's especially compelled by this particular CGI rendering, is a vacuous moron. And now we have this.

Judge said:

That's a no.

No said:

Absolutely terrible. Sorry, wanted to like it when I saw the article here but it's just awful.

MK said:

The finger in the doughnut is a creative win if ever I've seen one.

saddened said:

Wow. No mention of the original animation company that helped develop and breath life into the campaign in the first place. I guess it's just another case of no-one giving a sh%t about what visual effects brings to advertising. Just another supplier to the great and almighty advertising company.

Keep your mouth closed. said:

There is nothing more disgusting than being close enough to someone to recognise they have a well-established plaque and calculus problem. Yes, THAT smell. The foetid stench of their breath as the 1000 species of bacteria in the dental bio film release sulphur compounds is truly, eye-wateringly, off the scale. I don't care if this ad is good or bad, made in Australia or features a spaniard. If it can help keep that terrible terrible terrible stench from reaching my nostrils, I truly hope it convinces some of the many people who collectively produce this man-made miasma to purchase and consume this product.

Still a few days to go. said:

God, how the creatives must be wishing this thread would die and that the whole article would sink to the bottom of the blog page and then into the 'older entries' section, where blissful obscurity lies. But no such luck i'm afraid, you put up there so it's seems you at least thought it was good. But it isn't, it's truly awful. Wrigley has done some good work in the past, but it seems their agency has badly let them down on this one.

WhatAName said:

Greathead. Guess he's pretty great at it!

Need gum said:

Gotta get rid of the vomit taste in my mouth.

Hmmm said:

I much preferred the character design of the previous spots. That being said it's shameful that post houses / vfx never receive credits on these posts, as if they had nothing to do with the final result.

patrick-bateman! said:

Would have been fabulous if Wrigley could have afforded to use Antonio, when he actually looked like Antonio, rather than the creepy looking man used in this execution.

I wondered for 2 weeks who this person was. Thanks Campaign Brief for informing me !

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