Orbit® Gum prides itself on cleaning up even the dirtiest situations. This summer Orbit decided to launch Dirty Shorts – a duo of comedic digital short films illustrating that people in even the dirtiest situations can go to Orbit to clean it up. Alongside other partners, we coordinated the videos’ launch, promotion and release strategy.
Rather than simply launch the videos, we wanted to leverage the shorts to establish Orbit as a viable content provider, and frame the videos as comedic shorts, as opposed to long-form advertisements. We brought the content to the appropriate existing communities centered around a YouTube hub which we designed, and the Orbit Facebook fan page, which we managed during the time of the campaign.
With the videos garnering well over 2 million views (and counting) Dirty Shorts is proving a powerful, and hilarious vehicle that fulfills the Orbit promise of cleaning up the absolute dirtiest situations with style and a twinkle in its eye.
Orbit, Orbit O design and For A Good Clean Feeling No Matter What are trademarks of the Wm. Wrigley Jr. Company.