by Jim Edwards | BNET
Full size image is here
GITAM/BBDO Israel has created an ad for Wrigley’s chewing gum brand Orbit that shows a man in police custody looking into an interrogation light. The light, originating outside the frame, appears to be coming from the brightness of the interrogating officer’s smile.
The noir-ish ad says, “Orbit; For whiter teeth.” The ad, published in December according to Ads of the World, is titled “Investigation Room.”
There’s nothing overtly controversial about the ad. The suspect is ethnically ambiguous and doesn’t appear to be being maltreated.
But the ad comes as conflict between Israel and Palestinians in the Gaza Strip once again flairs up. Part of the IDF action in the strip is to capture and interrogate suspected terrorists. Some consider Israel’s interrogation techniques to be controversial.
As such, the ad seems to be an unusual choice for a candy marketer.
Advertising Agency: GITAM/BBDO, Israel
Creative Directors: Guy Bar, Eran Bar Yohai
Art Director: Igal Ezra
Copywriter: Igal Ezra
Published: December 2008
via Orbit Gum Airs Israeli “Interrogation” Ad by BBDO | BNET Advertising Blog | BNET
{ 1 comment… read it below or add one }
I believe I have seen that ad, although I admit most advertising flows past me without notice.
I would guess that most people would not make any connection whatsoever with Israel or an Israeli company creating the ad.
Orbit Gum seems to thrive on non-traditional advertising though.