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The Drum

Wrigley’s set to launch new ad campaign featuring Antonio Banderas

Wrigley’s has announced that Antonio Banderas is set to star in its latest TV ad to promote Extra sugarfree gum.

Part of the brand’s £20m gum marketing investment for 2013, the ‘Eat, Drink, Chew’ ad is set to launch on 14 February.

Pamela Bower Nye, Wrigley marketing director for UK and Ireland, said: “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.”

The creative was handled by AMV BBDO, while Clarion is working on trade advertising.