Forget your anti-anxiety meds. In Orbit's latest campaign, all it takes is a chew of some gum to give you extra confidence in times of crisis.
Three new spots by Energy BBDO and CLM BBDO see gum transforming situations that range from awkward (like your girlfriend's parents walking in on you in your pants in her college room), to humiliating (being bullied at school in front of a hot girl). Another spot, seen here, sees a guy coolly hitting on a girl in the middle of bank robbery, having swiped some Orbit from his pocket as they're lying on the ground. Craig Gillespie of MJZ brought a light comedic touch to the direction.
While we're not quite convinced that a clean mouth can be so transformative (surely gum would be illegal if that were the case?), it's an idea with potential.