Lexus LBX - "Everyday Extraordinary (Andreas BTS)"

With activity having launched across Europe in March, and TV

going live in the UK from mid-April - Airwaves, the brand behind the gum infused with a

menthol kick, is excited to unveil its new ‘Ride The Airwaves’ campaign that delivers an

intense ride to reinvigoration.

Created by T&Pm in partnership with EssenceMediacom, Weber Shandwick and Born

Social, ‘Ride The Airwaves’ is inspired by real fans’ social comments and celebrates the

gum’s ability to deliver a reinvigorating kick at flat moments across the day.

The fully integrated campaign comprises of three films running across TV, OLV and social

that bring the product experience to life through surreal visual metaphors. In addition,

OOH, TikTok content, Snapchat lenses and PR activations continue the experience for

consumers, enabling them to see first-hand the undeniable reinvigoration they can help

get from chewing Airwaves. A supporting suite of addressable social and digital assets

connect the exhilarating ride to everyday moments. Following an initial burst from mid-

Feb in the UK, the campaign will continue to run across Europe & Central Eurasia, MEA and

Asia.

At the core of the campaign is the uniquely intense Airwaves product experience. It

delivers such a strong menthol kick, that over the years it has inspired countless

comments and reviews online e.g. “Chewing @Airwaves feels like having supersize lungs”,

and “Chewing @Airwaves feels like your mouth and nose light up”. This campaign turned

organic online buzz into the creative foundation for visceral metaphors of the intense

Airwaves experience, celebrating its passionate fan base and letting them shape the

brand.

"In today's fast-paced world, we all experience those inevitable flat moments where we

need a lift,” said Ellyse O’Connor, Senior Brand & Content Manager (Europe) at Mars

Wrigley. “Airwaves delivers an intense reinvigoration unlike any other chewing gum,

refreshing both mouth and mind. The new 'Ride The Airwaves' campaign captures the

unique experience of chewing Airwaves, drawing inspiration directly from our passionate

fans who describe it best. We’re excited to remind everyone of the power of chewing

Airwaves and its strong menthol kick.

Andre Moreira, CCO of T&Pm, had this to say on the campaign, “Chewing Airwaves is an

intense experience – hence the new brand idea ‘Ride the Airwaves’. That intensity sparks

extreme reactions from fans, so we reimagined it in the most vivid way possible.”, had this to say on the campaign, “Chewing Airwaves is an

intense experience – hence the new brand idea ‘Ride the Airwaves’. That intensity sparks

extreme reactions from fans, so we reimagined it in the most vivid way possible.”