Chinese youth befriends gangsters and thugs thanks to Wrigley’s Eclipse and saying ‘hello’

Wrigley has launched a new ad campaign for its Eclipse mint brand in Hong Kong and Taiwan, which was created by the Guangzhou and Sydney offices of ad agency DDB.

The commercial, which is not running in mainland China, features a young man who saves himself from tricky situations such as encounters with gangsters on the streets of Bangkok thanks to the breath-freshening powers of Wrigley Eclipse and saying the word “hello”.

Nicole McMillan, VP for Wrigley Asia Pacific, said in a press release: “Eclipse is all about giving people confidence and something as simple as ‘hello’ can open up all sorts of possibilities. Our ‘hello’ brand proposition has always been about telling stories celebrating the coming together of new friends.”

“This new ad is a refreshing shift from the original Eclipse hello ad launched in 2013 — pushing the boundaries and bringing to life just where a little bit of confidence can take you,” she said.

The ad comes as Wrigley launched a global campaign for chewing gum brand Extra featuring Ashton Kutcher. Created by CLM BBDO and Energy BBDO, the campaign will begin airing on Sunday in Australia and New Zealand as well as 40 countries around the world.


Client: Wrigley Asia Pacific

Creative Agency: DDB Group Guangzhou, DDB Sydney

Regional Creative Director: Andy Fackrell

Creative Team: James Sexton, Harry Towle

Regional Business Director: Phil Romans

Chief Strategy Officer: Tim Schlick

Senior Account Director: Wendy Zou

Senior Account Manager: Ophelia Lam

Producer: Brenden Johnson

Media Agency: MediaCom

TVC Directors: Damien Shadforth

Production Company: Sweet Shop

Music and sound: Song Zu


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