CHICAGO BBDO here brings back the iconic Doublemint Twins in a new spot breaking today for the venerable Wrigley chewing gum. In addition, the Chicago-based company has launched a search for twins to appear in upcoming advertising.
In a television spot breaking today, a set of Doublemint twins—who hail from a more innocent time—pedal a tandem bike while singing "Whatever happened to simple fun?" as they pass skateboarders, a power yoga class and a traffic jam filled with exasperated motorists.
"The new campaign makes one of advertising's most enduring icons even more relevant and brings new energy to these two famous brands," said Marty Orzio, chief creative officer of the Omnicom Group agency in a statement. The spot promotes both the company's Spearmint and Doublemint brands.
In addition, the company has issued an open casting call for twins, whether they be identical or fraternal, to audition for an upcoming commercial. Hopefuls can audition via the Web at twinscastingcall.com or at events in New York and Chicago in April.
Spending on the effort was not disclosed. Wrigley spent more than $150 million on advertising last year, but only $3 million of that was for Doublemint, according to Nielsen Monitor-Plus.