1. Duval Guillaume NY was given the assignment to re-launch the iconic Bazooka
Bubble Gum brand. The search was on for a great idea. The CEO of Topps
Candy Company gave the agency a VHS tape of a group of camper girls
performing a silly "Bazooka-zooka" bubble gum song-and-dance. Apparently,
this” Bazooka-zooka” bubble gum song has been sung at summer camps for
years. And in spite of the fact that the power of the song and dance are
enormous, it had never been picked up by a big audience (nor by the client). The
agency originally contacted us - Beaucoup Chapeaux to secure the music rights
to the original song and to provide additional production services as needed.
We exchanged some creative ideas with the agency and introduced them to Tha
Heights, a musical group, (think NSYNC meets Menudo all grown up), from
Washington Heights, NY. We were developing a relationship with Tha Heights
through one of our divisions, Beaucoup Records and with the group’s ability to
sing in English and Spanish and their broad appeal – we felt they would be
perfect for this brand. The idea was to shoot a variety of vignettes and at the end
of each vignette, pan through the scene and reveal The Heights in the
environment singing the Bazooka Bubble gum song. (Think “Something About
Mary”.) We also suggested the idea of shooting a music video and having Tha
Heights record the song in English and Spanish. The agency really invited us to
join their party and they embraced our ideas and encouraged our participation on
many levels.
“Not only we, but also Dennis Gelbaum noticed the power of this tune. He and
his whole production team at Beaucoup Chapeaux showed us enormous energy,
initiative and enthusiasm, even before they were appointed the business. Totally
in the Duval Guillaume mindset, they became part of our brand team and started
to think with us on how we could do everything in our power to make this re-
launch a success.”
“So, after finding out Dennis had a life-long background in directing kids
commercials, the choice of going with him as director for our 5 commercials was
a natural. Together with Beaucoup Chapeaux, we also involved Tha Heights to
do updated versions of the original song. And, if I may say so, these guys from
Washington Heights know their earworms. “
Case Study
Bazooka Bubble Gum
Beaucoup Chapeaux Goes Bazooka
With Duval Guillaume/NY:

2. “At this point, we have an integrated campaign that has everybody excited and
that fulfills all expectations. All the people involved - client, agency, directors,
cast, editors, production, family and friends - are all singing the Bazooka-zooka
song and doing this silly dance. It's catching! If you mix this with the great brand
recognition of Bazooka bubble gum, we foresee a trend of a lot more people
clapping hands and wiggling their butts in public very soon.”
“In the end - or maybe this just the beginning - it is certain that Beaucoup
Chapeaux was the right partner to include in our Duval Guillaume brand team.
The reason why we chose them appeared to be the right one. Many Hats equals
Many Ideas, Many Efforts and Much Enthusiasm.and in the end...Much, Much
bubblegum."
DG/NY Creative Director: Tom Van Daele
The commercials were directed by Dennis Gelbaum, through Beaucoup
Productions/NY, a Beaucoup Chapeaux Company. For BProductions, Amanda
Doss, Senor Producer, Jill Levy, Director of Production, Fola Bell, Executive
Producer/Music, Beaucoup Records, Nancy Cannava, Line Producer. Christos
Voudouris was the DOP and the spots were edited by John Monte, Refinery,
NYC. The spots were shot on location in Orangeburg, NY and NJ.
The Music Video was directed by Dennis Gelbaum with Jeffrey Max and Zachary
Johnson, through Beaucoup Productions/NY, a Beaucoup Chapeaux Company.
For BProductions, Jill Levy, Director of Production, Fola Bell, Executive
Producer/Music, Beaucoup Records and Nancy Cannava, Line Producer. The
music video was edited by Joe Krings, Refinery, NYC. The music video was shot
on location in Union Square, Times Square and Park Slope, Brooklyn.
For OFFBeat Entertainment, Patricia Taylor, (Manager, Tha Heights), Daniele D.
Stokes and Andrena Hale, Producers.
For Duval Guillaume New York, Creative Director: Tom Van Daele, Copywriter:
Guillaume Van der Stighelen, Art Director: Tom Van Daele. Account Directors:
David Simpson, Helen Jackers and Agency Producer: Marc Van Buggenhout.
For TOPPS Candy Company, John Budd, Group Marketing Director, Topps, Paul
Cherrie, Managing Director, Topps Canada, Nicole Palmieri, Brand Manager,
Topps.
Check Out www.bazookajoe.com to see the spots and music video.