Energy BBDO and Orbit chew their way into RAW

Soooo you happen to be going to the bank and there’s a robbery. Obviously, they’re going to tell you to lie down on the floor — it is one of the tropes of any good robbery after all.

So now what do you do while you wait and possibly pee your pants?

You reach confidently into your (dry) pants and pull out a pack of Wrigley’s Orbit Gum.

At least that’s what happens in Robbery a hilarious new spot from Energy BBDO.


Directed by MJZ’s Craig Gillespie and edited by Matthew Wood at White House Chicago, this whimsical 15-second ditty is part of a new campaign that offers a fresh take on confidence and a nod to the brand’s iconic, lighthearted wit.

According to Energy BBDO ECD, Pedro Perez, the campaign breathes life into the idea that with the confidence you get from having a clean and fresh mouth, you can shine, no matter what the situation.

“We love that the product is the unexpected twist in the story. Just when you think you know how it’s going to end, it turns into this charming story about confidence.”

Josh Gross, also Energy BBDO’s Executive Creative Director added, “We’re excited to be bringing humor back to Orbit. It has evolved, but it harkens back to this tonality the brand has always been famous for.”

Humor, robbery, confident guys and cute girls. It’s all what makes this fun little Orbit spot RAW!

CREDITS — Orbit, Time to Shine

Agency: Energy BBDO & CLM BBDO

Client: Orbit

Title: “Robbery – Orbit Time to Shine”

Chief Creative Officer: Andrés Ordóñez

Executive Creative Director: Pedro Pérez

Exectuive Creative Director: Josh Gross

Associate Creative Director: Josejuan Toledo

Associate Creative Director: Sofia Gonzales

Lead Designer: Hung Vinh

Jr. Digital Designer: Erin Knott

Director of Integrated Production: Rowley Samuel

Executive Producer: John Pratt

Director of Music: Daniel Kuypers

Associate Music Producer: Nick Maker

Vice President: Julien Lemoine

Group Account Director: Melanie Marchand

Global Strategic Planner: Veronique Bernard

Account Executive: Lena Lieuvin

Client Service Director: Lianne Sinclair

Account Supervisor: Brittany Peskind

Account Executive: Kristen Miller

Production Company: MJZ

Director: Craig Gillespie

President: David Zander

Producer: Emma Wilcockson

UPM: Deb Tietjen

Editorial Company: White House Post Chicago

Editor: Matthew Wood

Producer: Lauren Connolly

VFX: The Mill

Executive Producer: Andrew Sommerville

Producer: Mike Pullan

Colourist: Luke Morrison

Creative Director: Jay Bandlish

Audio: Another Country

Audio Sound Design/MIx: John Binder

Audio Executive Producer: Tim Konn

Audio Producer : Louise Rider

Assistant Audio Engineer: Mike Regan

Think you have a spot or campaign for Raw? Submit to [email protected]