About: When Orbit branched out with more delicious and fruity flavors, we used visual solutions to tell hyperreal stories in print.

WRIGLEY’S GIVES YOU A TASTE OF THE SIMPSONS

About: This intergrated campaign was created for Wrigley's gum. I was fortunate enough to be able to present ideas and scripts in person to Matt Groening’s creative team at FOX Studios. Concepts were approved and the contracts were signed to move forward with our recommendations, but ultimately the deal fell through. The idea was to pair secondary Simpsons characters with all of the Wrigley's gum brands and to parody classic advertising in a funny and recognizable way.

According to our storyline, Wrigley's reached out to a bunch of Springfield residents to do screen test auditions for commercial roles. Moe, Patty, Selma, Krusty, Prof. Frink and Mr. Burns totally nailed their performances. So now, they get to be the new spokespeople for Wrigley's… that is until it all goes to their heads. Our plan included: TV, print, online, in-store, cinema, packaging and sweepstakes promos.

Custom Packaging was also designed,featuring Simpsons characters, where we renamed all of the Wrigley’s gum brands in a farcical way. I created many of the chosen names; including WinterBurns for Winterfresh, Flaming Moe’s (episode #45 reference) for Big Red, and Krusty Fruit for Juicy Fruit. We also had Frink’s X-Pearment for Spearmint, and Sistermint for Doublemint gum.

Below are a few of the scripts I wrote for online pre-roll and TV, using the Simpsons characters. It was great to be able to incorporate their unique character traits into different scenarios for the promotion.

"Simpsons Movie Wrigley’s Promo “Twins” :30

Wrigley’s held a contest to find spokespeople to feature on personal packs of new gum. However, only Patty and Selma were chosen to star in a TV commercial for their pack. The other finalists from Springfield decide to try and get in on the action, too.

Open on Patty and Selma riding a tandem bike in the park. They’re singing an anthem (like the Doublemint twins) while holding packs of Sistermint gum.

MUSIC: (happy theme song played with strings and whistles)

PATTY & SELMA: “Sistermint’s coming to you... Life’s better when there’s two...”

PATTY & SELMA: “Because it’s twice the good, twice the yum, twice the flavor in your gum. La la la la ... Everybody!!” (to the crowd)

Suddenly, the townspeople all start marching behind them.


SELMA: “It’s a flavor you can savor...”


PATTY: (as her hairy legs catch in the bike chain) “I think I need a razor.”

Crowd: (continuing) “La la la la...”


PATTY & SELMA: (to camera) “Try Patty and Selma’s Sistermint gum.
It’s too, too delicious!!”

Cut to all of the Wrigley’s gum packs, each rotating to the foreground.

SUPER: Wrigley’s presents The Simpsons Movie Edition gum.

SUPER: See The Simpsons Movie. This Summer.

"Simpsons Movie Wrigley’s Promo “Taste Test” :30

The Wrigley's spokespeople finalists from Springfield are arguing over which of their gum brands is the best. They've gathered in Prof. Frink’s lab to have a Taste Test.

PROF. FRINK: Ah, today we’ll decide once and for all whose chewing gum is the best (presses a button which makes a large 50’s-style movie robot stomp in).

MR. BURNS: (scared); “Don’t let it touch me, Smithers... with those cold metal hands!”

SMITHERS: “Don’t worry, sir. It’s perfectly safe. (under his breath); I think.”

PROF. FRINK: “This is the Transmo-Bot Taste Tester 5000. It will “chew” all of our brands and calculate the best tasting one. Observe...”

Frink starts putting sticks of gum into its “mouth.” The robot has an indicator switch [on its chest] that goes from “bad” to “good.” Each gum registers as “good.” This makes the robot short circuit and wreak the lab.

PROF. FRINK: (pressing buttons, frantically); “Oh boy!!!”

MR. BURNS: (screaming) “Aaahh! Mommy.”

The robot sees Burns running [POV through its visor] and grabs him with its metal clamps. Then Smithers karate chops the crazy robot.

KRUSTY: (squirting the machine with a water bazooka) “Whoa!! Ha ha ha.”

The angry robot swivels around and breaks through a wall and goes out to destroy the town. Patty and Selma are watching calmly, next to the nervous Frink.

PATTY: (to Frink) “You don’t date much, do you?”

SELMA: (smoking)

Cut to all of the Wrigley’s gum packs, each rotating to the foreground.

SUPER: Wrigley’s presents The Simpsons Movie Edition gum.

SUPER: See The Simpsons Movie. This Summer.

"Simpsons Movie Wrigley’s Promo “Moe's Demo” :30

Wrigley’s held a contest to find spokespeople to feature on personal packs of new gum. Bartender Moe was chosen and decided to do an Infomercial to promote Flaming Moe's gum, which was named after his famous drink.

MOE: “Hi, I’m Moe Syzlak. I used ta’ be a dateless bum. Then I tried “Flaming Moe’s.” Cuz’ the ladies love the taste of cinnamon on ya’ breath.”

He blows a kiss to a woman nearby. She immediately passes out, while smiling.

MOE: “See. It’s fast-acting! Now, here’s another satisfied customer.
” (as he pops down under the bar, and pops up wearing a fake mustache)

MOE: (now with mustache, fake voice) “Yeah, Flaming Moe’s really works. Really!”
(pops down and back up again as himself)

MOE: “So if you’re tired of being a big schmo, try Flaming Moe’s!!!” (holds up pack) “From Syzlak!!!”

SUPER/VO: (fast scrolling disclaimers) Flaming Moe's does not cause spontaneous mojo, or an increase in animal magnetism. Side effects include spicy sensations in the mouth. All claims made by Mr. Syzlak are untrue.

Cut to all of the Wrigley’s gum packs, each rotating to the foreground.

SUPER: Wrigley’s presents The Simpsons Movie Edition gum.

SUPER: See The Simpsons Movie. This Summer.

I also came up with a few movie parodies to be shown in theaters during trailers, that fit well with the Wrigley's gum brands. For example, a take off on THE BLOB, called THE WAD would appear as a pre-feature short. Quick Synopsis: That nutty Professor Frink tried to make the perfect Wrigley’s gum, but instead creates THE WAD, a bubbling, pink, people-grabbing menace.

Above is an app also featuring Frink, our tech-savvy mad scientist. The "Mugshot Mutator" encourages user generated content and has replay value because it's fun to use.

Users are able to upload a photo and have it morphed into a Simpson’s-style face. Then they can use this image to add themselves into the background of our online commercials. In a sweepstakes tie-in, users could enter to win a custom animation slide of their own Simpson’s character in a scene with the real Simpsons on the couch.