Energy BBDO has called on the talents of comedienne Sarah Silverman for their new campaign for Wrigley’s Orbit gum brand.
Representing Wrigley’s strategy “to restore and grow the gum category by investing in its top brands,” the new U.S. campaign aligns Orbit with a broader global campaign that has driven sales for the company in international markets. The new campaign is centered around a pair of television spots (one 30 seconds, one 15 seconds) starring Silverman. In both spots, Silverman breaks up with the cup of coffee she had that morning, much to the coffee’s dismay; continuing the anthropomorphic trend from last year, but in a decidedly less creepy vein.
In both spots, Silverman breaks the news to that nagging cup of coffee, followed by a “Break up with lingering food” voiceover and the “Eat. Drink. Chew. Orbit.” tagline. Also of note is the fact that Energy BBDO seems to have dumped “Orbit Girl”
Vanessa Branch Farris Patton (for this campaign at least), who has been a fixture of Orbit’s campaigns for the past several years, with the “For that just brushed clean feeling” line instead delivered by a male voice actor. We’re not sure what prompted the change, but without her the spots kind of feel like they’re missing something (that touch of “fabulous” I suppose). Stick around for the 15-second “Lipstick” spot after the jump.