Sugarfree gum brand Extra, today launched a global TV commercial starring Hollywood star, Antonio Banderas.
The advert sees Banderas, who is no stranger to the world of animation, star alongside an animated collection of mischievous food characters, and humorously bring the break-up theme to life.
Set to air on 14 February (Valentine’s Day!), the commercial encourages consumers to chew Extra gum after eating in order to ‘break-up’ with food that lingers in the mouth, for clean and healthy teeth.
Opening in a restaurant, we see the Shrek and Desperado star has just finished a meal when he detects a hint of food lingering in his mouth.
As he does so, the food he just ate comes to life in the form of the animated Food Gang, made up of popular foods including a doughnut and a cupcake.
Banderas commented: ‘Animation is a particular passion of mine, so to be able to play alongside an animated character, as opposed to doing the voiceover for one, was something completely new for me. Working with the infamous Food Gang has been a lot of fun. However, I did find that I had to concentrate even more as working alongside a doughnut who can quite easily steal a scene was a little unnerving!’
Pamela Bower-Nye, UK & Ireland Marketing Director, commented: ‘As part of our ‘Eat Drink Chew campaign, we wanted to create something really fun for 2013, which personified our consumer’s relationship with food. While we all love to eat and drink, some foods leave a lingering effect on teeth, and can be difficult to get rid of. Antonio brilliantly brings this scenario to life with the help of his Food Gang friends. The intention was to communicate the oral care benefits of chewing Extra gum after eating and drinking in a light-hearted and engaging way.’
To find out more and watch exclusive content including behind the scenes footage and images from the ad set, simply visit: www.wrigley.com/uk/brands/extra
