World Branding Forum

Mars Wrigley UK helps the public get their Ding! back in latest spot

Posted: 30 Apr 2021 07:06 AM PDT

Mars Wrigley’s gum brand, EXTRA has portrayed an exaggerated version of the post-lockdown mood in their latest spot

Mars Wrigley UK has released a new TV ad as part of its new mission to help the public get their Ding! back.

As the UK looks ahead to a non-lockdown world, Mars Wrigley’s gum brand, EXTRA has portrayed an exaggerated version of the post-lockdown mood, showcasing the lighter side of reality and the newfound energy the nation has, for what was previously their mundane day-to-day lives.

Excitement and a thrill for a non-socially distanced life are shown in a series of scenarios, including the demise of virtual work meetings, kissing passionately in public and returning to the morning commute.

Created with Energy BBDO, the ad is part of EXTRA's Get Your Ding Back campaign, encouraging Brits across the nation to get their confidence back and enjoy a more energised 2021, following a tough 2020.

It follows the Q1 campaign encouraging Gen Z to get their dating Ding! back virtually, which included a partnership with Celebrity Dating Expert Sophie Hermann. Later on this summer, EXTRA will be sponsoring the much-anticipated 2021 series of Love Island.

These campaigns are designed to reinvigorate the category, keeping gum contextually relevant after seeing a decline during the pandemic with less socialising and eating out.

Speaking about the launch, Chirag Shah, EXTRA Brand Manager said: "I'm absolutely thrilled Extra is launching this new campaign with an ad that captures the mood of the nation, in a light-hearted exaggerated way. I hope the TV ad creates lots of smiles and keeps gum top of mind across the big summer to come!"

Josh Gross and Pedro Pérez, Co-Chief Creative Officers, Energy BBDO, said: "When the time comes, we won't just exit our homes quietly, pick up the newspaper and whistle our way back to the office. No, we're going to return with force and help the world get its ding back! One pack of Extra at a time.”

The article Mars Wrigley UK helps the public get their Ding! back in latest spot appeared first on World Branding Forum.

McDonald’s Singapore reveals its ‘Night-In’ campaign with Publicis

Posted: 30 Apr 2021 06:43 AM PDT

McDonald’s campaign reflects how in a covid-normal world, nights-in have become the new nights-out

McDonald's partners with Publicis Communications to present Night-In, a brand engagement platform that reflects how in a covid-normal world, nights-in have become the new nights-out.

The Night-In campaign's first film has been created in collaboration with Director Roslee Yusof from Freeflow Productions. It mirrors and celebrates the newfound joys of staying home – dubbed "Cocoon Culture".

The idea was sparked by a Publicis study conducted in partnership with Milieu Data, which sought to understand changes in consumer behaviour over the pandemic period. The regional study featured almost 20,000 respondents from Singapore and analysed data based on the preferred activities of consumers over weekends.

The study found that an overwhelming amount of respondents in Singapore preferred staying in, with 79% indicating their preference to stay home and enjoy a quiet meal with the family. The numbers were even more indicative among youth, where 83% of Generation Z respondents reacted positively to the idea of spending personal time at home alone. These numbers represent a stark contrast to the norms of yesteryear.

Drina Chee, Senior Director, Marketing and Digital Customer Experience, McDonald's Singapore added: "We're all about connecting with our customers whenever and wherever they need us. Our strength in round-the-clock convenience – through our McDelivery, Drive-Thru, takeaway or late-night dine-in – makes us a natural fit with our superfans' night-time ritual. And with staying-in becoming a preferred way to gather, nothing beats the feelgood moments of one's McDonald's favourites alongside friends and family, in the comfort of home."

Featuring an original, soulful music track to capture the essence of a Night-In, the film celebrates the night-in crowd who unabashedly revel in spending their quiet time indoors – alone or with loved ones.

Jennie Morris, Chief Creative Officer at Publicis Communications, Singapore said: "It's exciting to get the opportunity to make a film that shows a different side of a familiar and well-loved brand. The premise of the night-in crowd allowed us to take McDonald's into a territory that's whimsical yet relatable, in a visual language that feels unique and ownable for the brand."

Commenting on the film, Director Roslee Yusof added: "It was super cool to get the opportunity to work on this. I wanted to create a distinct sound, scene and style for what a great night in Singapore might feel like these days, and I feel we achieved something special."

The article McDonald’s Singapore reveals its ‘Night-In’ campaign with Publicis appeared first on World Branding Forum.

Food And Recipe Fusion

Friday, April 30, 2021