Orbit Gum Gets Surprisingly Earnest in Aspirational ‘Time to Shine’ Ads by BBDO

Here's a gum for people who feel they've bitten off more than they can chew.Wrigley's Orbit is rolling out a new campaign tagged "Time to Shine," a shift from the brand's familiar "Just brushed clean feeling" to something more aspirational."The idea is that when you have a clean mouth or fresh breath, you feel more confident," John Starkey, regional vice president of marketing at Wrigley Americas, tells AdFreak. "The scripts are a celebration of what can happen when you feel ready to take on your 'Time to Shine' moment."

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Sarah Silverman Breaks Up With an Overly Attached Coffee Cup for Orbit

Sarah Silverman breaks off her romance with a walking, talking coffee cup in EnergyBBDO's snappy new spots for Orbit Gum.As the comic pitches ideas to Hollywood producers ("My character can solve crimes, but she chooses not to."), the anthropomorphized container interrupts, and Silverman tells him their relationship is over.While definitely more safe for prime time than Silverman's usual fare, the ads include a few sly double entendres, like the cup's announcement that "I have your lipstick all over my rim.""Break up with lingering food" is the tag, used in January for a spot in which the cup has another uncomfortable public split. Speaking of breakups, "fabulous" Orbit spokeswoman Farris Patton is nowhere to be seen, but Sarah's mouth shines just as bright.Will there be a sequel? The cup can be recycled, after all. Or maybe next time, Silverman can break up with a bowl of bulgogi because all the spice has gone out of their affair. Be sure to check out our recent Q&A with Silverman if you're curious about her perspective on advertising, including her PSA co-starring a pro-choice Jesus. Orbit has also created Spanish-language versions of the ads, sadly not featuring Silverman. Check out one after the jump.

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Adweek’s Top 10 Commercials of the Week

Orbit Gum Helps You Vanquish Giant Annoying Talking Meat and Potatoes

I've had way worse airline seatmates than the annoying, anthropomorphized, Jinx-playing serving of meat and mashed potatoes depicted in Energy BBDO's new commercial for Orbit gum. Beats getting stuck with ad-sales types ranting about CPMs, or bloggers with their sweaty palms and sad eyes. A second spot, set at a race track, features an outsized, whiny helping of nachos that would've been great as a '70s Dr. Who villain, intent on conquering the world by giving mankind indigestion. These latest helpings in the "Don't let food hang around" campaign are amusing—the costumes and makeup are, as always, fantastic—but they don't quite match the inspired culinary absurdity of that earlier spot in which a giant pita sandwich answers its cellphone "Falafel!" and ends the call with a deadpan, "Love you too." Classic! The challenge moving forward is to keep the campaign fresh, lest the talking-food joke repeats on you and spoils the fun. Credits below.

Orbit’s Ice Mints Ad Hijacks Snowmaking Machine

PKP BBDO in Austria came up with this super cool ambient execution for Orbit Ice Mints, using a mountainside snow cannon to make the guy look like he's breathing ice. I mean, sure, it's ugly as hell and ruins the pristine beauty of the Alps. But you know you love it anyway.

Orbit’s roaming mouth is bit of a clean freak

Two campaigns with disembodied mouths in one week—what were the chances? First, we had Virgin Mobile's gabby gum-flappers. Now, Wrigley's Orbit gum sends a faceless mouth cruising around a neighborhood […]