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Orbit Gum: Mouthing Off

Orbit gum has a new round of ads to which the BBDO/Chicago team of Frank Dattalo and Dave Schiff credit a skeeved-out co-worker. "We were wondering how to show that Orbit gives people a clean-feeling mouth, when our receptionist had the misfortu

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Orbit gum has a new round of ads to which the BBDO/Chicago team of Frank Dattalo and Dave Schiff credit a skeeved-out co-worker. "We were wondering how to show that Orbit gives people a clean-feeling mouth, when our receptionist had the misfortune of finding a family of worms living in her freshly bought 'fresh salad.' " they explain. "We expressed our horror and sympathy. And our thanks." See the PDF for the worm idea, which has become one biggie in an apple. Indeed, while the ads have a fundamental gross-out vibe that could have plenty of Gen Z appeal, they're executed in a somewhat restrained, very "adult" style. That's in part because the target ranges from 18 to 49, according to the creatives. "The idea is to show simple portraits of victims of a dirty mouth, and the tone of the campaign is intended to be light and playful, given that the content is less than appetizing. The execution of the ads, from photography to the styling and the environments is intentionally clean and graphic to provide a contrast with our 'dirty' situation."
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About

Credits
Date
Aug 26, 2004
Retouching:
Giannini Imaging
Client:
Orbit Gum
Executive Creative Director:
Marty Orzio
Group Creative Director:
Gail Pollack
Art Director:
Frank Dattalo
Copywriter:
Dave Schiff
Photographer:
Guido Vitti
Agency:
BBDO Chicago
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