Creative Brief

Background:
- the "Dirty Mouth, Clean It Up" commercial from Wrigley's Orbit gum is suppose to capture audiences attention by creating scenes where people say bad or obscene things, and at the end the lady comes on the screen and states the infamous line "Dirty Mouth, Clean It Up.We will measure the success by how popular the brand becomes and by the profits.

Audience:
- The target market will be men and women aged 18 - 40. By the commercials Big Idea "Dirty Mouth Clean It Up, the audience has to be mature and understanding of the punch and in between the lines, lines that are being said. The second target audience will be younger adults who enjoy the the same humor of an maturer audience.

Objective:
The objective of the commercial will be to express how orbit is more than a gum that is sweet and minty tasting, but a gum that is actually good for your health and good for your teeth, and that whitens them. Orbit has also done a great job as being the gum that whitens your teeth being that it is certified by the Dental Association.

Message:
- "Dirty Mouth Clean it Up." To prove that i would simply place orbit against other brands and see which one whitens them.

Medium:
- The best way to reach this audience is to present a commercial that uses satire and a bit of truth to get the message across. It will not only give the audience a chance to laugh, but it also informs them of the main benefit of the gum, that it helps whiten the teeth.

Anything Else:
- there will have to be a lady on every commercial that has to end the commercial with the slogan. This will make the commercial more memorable and every time someone will say Orbit they will think the Trademark.

Deadline:
- The message will reach the customers right then and there, when they view the commercials they should get the message, along with events for the launching new flavors

Budget:
- budget has a limit of 100000 dollars, and has been approved by the company marketing and advertising team.

Responsible Parties:
- The advertising team and marketing team will be the ones to sign off on the final execution.