Orbit Gum Airs Israeli "Interrogation" Ad by BBDO

GITAM/BBDO Israel has created an ad for Wrigley's chewing gum brand Orbit that shows a man in police custody looking into an interrogation light. The light, originating outside the frame, appears to be coming from the brightness of the interrogating officer's smile.

The noir-ish ad says, "Orbit; For whiter teeth." The ad, published in December according to Ads of the World, is titled "Investigation Room." There's nothing overtly controversial about the ad. The suspect is ethnically ambiguous and doesn't appear to be being maltreated.

But the ad comes as conflict between Israel and Palestinians in the Gaza Strip once again flairs up. Part of the IDF action in the strip is to capture and interrogate suspected terrorists. Some consider Israel's interrogation techniques to be controversial.

As such, the ad seems to be an unusual choice for a candy marketer.