Soooo you happen to be going to the bank and there’s a robbery. Obviously, they’re going to tell you to lie down on the floor — it is one of the tropes of any good robbery after all.
So now what do you do while you wait and possibly pee your pants?
You reach confidently into your (dry) pants and pull out a pack of Wrigley’s Orbit Gum.
At least that’s what happens in Robbery a hilarious new spot from Energy BBDO.
Directed by MJZ’s Craig Gillespie and edited by Matthew Wood at White House Chicago, this whimsical 15-second ditty is part of a new campaign that offers a fresh take on confidence and a nod to the brand’s iconic, lighthearted wit.
According to Energy BBDO ECD, Pedro Perez, the campaign breathes life into the idea that with the confidence you get from having a clean and fresh mouth, you can shine, no matter what the situation.
“We love that the product is the unexpected twist in the story. Just when you think you know how it’s going to end, it turns into this charming story about confidence.”
Josh Gross, also Energy BBDO’s Executive Creative Director added, “We’re excited to be bringing humor back to Orbit. It has evolved, but it harkens back to this tonality the brand has always been famous for.”
Humor, robbery, confident guys and cute girls. It’s all what makes this fun little Orbit spot RAW!
CREDITS — Orbit, Time to Shine
Agency: Energy BBDO & CLM BBDO
Client: Orbit
Title: “Robbery – Orbit Time to Shine”
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Pedro Pérez
Exectuive Creative Director: Josh Gross
Associate Creative Director: Josejuan Toledo
Associate Creative Director: Sofia Gonzales
Lead Designer: Hung Vinh
Jr. Digital Designer: Erin Knott
Director of Integrated Production: Rowley Samuel
Executive Producer: John Pratt
Director of Music: Daniel Kuypers
Associate Music Producer: Nick Maker
Vice President: Julien Lemoine
Group Account Director: Melanie Marchand
Global Strategic Planner: Veronique Bernard
Account Executive: Lena Lieuvin
Client Service Director: Lianne Sinclair
Account Supervisor: Brittany Peskind
Account Executive: Kristen Miller
Production Company: MJZ
Director: Craig Gillespie
President: David Zander
Producer: Emma Wilcockson
UPM: Deb Tietjen
Editorial Company: White House Post Chicago
Editor: Matthew Wood
Producer: Lauren Connolly
VFX: The Mill
Executive Producer: Andrew Sommerville
Producer: Mike Pullan
Colourist: Luke Morrison
Creative Director: Jay Bandlish
Audio: Another Country
Audio Sound Design/MIx: John Binder
Audio Executive Producer: Tim Konn
Audio Producer : Louise Rider
Assistant Audio Engineer: Mike Regan
Think you have a spot or campaign for Raw? Submit to colin@colincostello.com.
