The Wrigley’s chewing gum brand has tapped Spanish hunk Antonio Banderas to star in its new UK advertising campaign, which will be promoting Extra sugar-free gum, the brand’s flagship product. Quite naturally, the ad featuring the 52-old Hollywood actor debuts on February 14, as a St. Valentine’s gift to the army of his female fans.
The new 30-second advert, entitled “Eat, Drink, Chew,” which will be created by AMV BBDO is set to be part of Wrigley’s £20m gum marketing investment for the year of 2013. The trade advertising will be handled by another agency, Clarion.
Photo: Antonio Banderas stars in Wrigley’s ad, www.facebook.com/extraofficialUK (click to enlarge)
“We are delighted to be working with Antonio Banderas on our new ‘Eat Drink Chew’ TV campaign. As an international movie star who spends his life on the big screen, Antonio is the perfect ambassador to bring our oral care message to life, encouraging consumers to incorporate Extra into their everyday routine,” shared Pamela Bower Nye, Wrigley marketing director for UK and Ireland.
Banderas teamed up with Marks & Spencer for his previous “British” collaboration—in 2007, he starred in the ad, developed in style of 60s Hollywood film trailers, alongside Twiggy (Lawson), Elizabeth Jagger, Laura Bailey, Noémie Lenoir, Erin O’Connor.