Holst gets mythological and embraces halitosis-based awkwardness for new Eclipse campaign

  • Advertising
  • September 27, 2010
  • StopPress Team
Holst gets mythological and embraces halitosis-based awkwardness for new Eclipse campaign

Youtube Video

Youtube Video

A new campaign for Wrigley's Eclipse mints by Auckland-based Sweet Shop director Sam Holst and DDB Sydney hits Kiwi screens this week. And it taps into that rich, awkward comedic vein that is bad breath—although in a slightly more surreal fashion than most other mint ads. 

Positioning Eclipse as the ‘after anything’ mint opened a door into a new, preposterous creative realm where the focus was placed on the ‘anything’, something evidenced by the starring roles of the 'Creatures', the fish-munching mermaid and the coffee-drinking yeti.

“It wasn’t ever about hamming up the gags for me," says Holst, who has been with The Sweet Shop for two years and is regarded as something of an up and comer in the stable. "I preferred that we enjoy the tension of those bad breath, socially awkward moments so that people could really empathise with them.”

Shooting tropical summer during a New Zealand winter is always a tough call. But the clouds broke to give them the only day in a month without rain.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


The Hot List winners: most influential in media

Back for another year, NZ Marketing has selected the best of the bunch in the media business. While the editorial team put their heads together to figure out who and what came out on top for the judges' choice, our avid StopPress readers with their fingers on the pulse cast 11,293 votes to decide the People's Choice winners.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit