BBDO, Blue Source Get Twisted for Wrigley's

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A new Juicy Fruit flavor leads to office combat.
As Wrigley's extends its Juicy Fruit product line into fanciful new flavors like "grapermelon" and "strappleberry," BBDO/Chicago has extended its offbeat "Gotta Have Sweet" campaign into strange new territory. "We gave it more of a twisted philosophy, because this product is a little twisted," explains BBDO group creative director Jim Hyman. To execute that philosophy, the agency tapped British directing duo Blue Source -- aka Rob Legatt and Leigh Marling -- who are represented by U.K. production company Blink in both Britain and the U.S.

The team rose to prominence in 2001 after directing the award-winning video for "Days Go By" by Dirty Vegas, but are just now debuting their first U.S. spots -- a recent campaign for LaSalle Bank from Cramer-Krasselt and the new Juicy Fruit campaign.

In one spot, a piƱata runs amok at a child's birthday party as it tries to reclaim a pack of Juicy Fruit. In the other, office workers don clumsy yet clever disguises in order to get their hands on the gum. "Technically, it's very tight but the disguises are very crude," Hyman observes. "It's a funny counterpoint." Hyman adds that Blue Source had a lot of input on the final product, a result of the philosophy of new BBDO chief creative officer Marty Orzio, the former Merkley Newman Harty ECD who took the reins at the Chicago office in February. "That is one thing that Marty has really encouraged," Hyman says. "We've been able to solicit and garner the interest of really high level directors, and the directors have been encouraged to be more collaborative. That's been a very positive thing."

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