Bazooka drops Joe for Zooka dance

This week Duval Guillaume, New York launched a global ad campaign for Bazooka Bubble Gum that includes TV, online and a viral marketing effort that plays up a song and music video by Brooklyn-based music group Tha Heights.

BazookaJoe.com features the 3+ minute music video, the ability to download the lyrics and directions for sharing your Bazooka Zooka dance with the world. Using YouTube as a channel for uploading and sharing users content, they ask you tag your video with "bazooka dance".

"The Bazooka Bubblegum song has been sung at summer camps for years and years and was never really picked up by a big audience," said Tom Van Daele, creative director of Duval Guillaume New York. "This in spite of the fact that the power of the tune and the dance are enormous. Ever since we started to work on this catchy tune--called 'project earworm' by our agency--it's been stuck in our heads. Everybody involved (directors, cast, editors, production, client, friends and family) is now singing the song and doing this silly dance. It's catching! If you mix this with the great brand recognition of Bazooka Bubblegum, we foresee a trend of even more people clapping hands and wiggling their butts in public!"

Currently the majority of videos up right now are just the ads and the music video.

Music Video:

Bazooka - Kumbaya

Bazooka - Pinata

Bazooka - Prom

Bazooka - Baseball

Bazooka - Nanny

So far it doesn't seem like there are many user-generated vids. Here's one:

Here are the credits for the campaign:
Agency: 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
Agency Producer: Marc Van Buggenhout
Online:
Agency: Duval Guillaume E
Creative Directors: Tom Van Daele, Evert-Jan De Kort
Designer: Louiselotte Brekelmans
Account Director: Christophe Bouten
Strategy: Wim Walraevens

Production:
Commercials:
Director: Dennis Gelbaum
Production Company: Beaucoup Productions/NY, a Beaucoup Chapeaux Company
Senior Producer: Amanda Doss
Director of Production: Jill Levy
Executive Producer/Music: Fola Bell, Beaucoup Records
Line Producer: Nancy Cannava
Editor: John Monte, Refinery, NYC
DOP: Christos Voudouris
Shot on location in NY

Bazooka Bubble Gum Music Video:
Dennis Gelbaum, Director
With Jeffrey Max and Zachary Johnson
Production Company - Beaucoup Productions/NY, a Beaucoup Chapeaux Company
Jill Levy, Director of Production, Beaucoup Productions
Fola Bell, Executive Producer, Music, Beaucoup Records
Nancy Cannava, Line Producer
Joe Krings, Editor, Refinery, NYC
Featuring Tha Heights, Beaucoup Records and OFFBeat Entertainment.
Shot on location in NY

Music: Tha Heights: Manuel Duran, Rafael (Frito) Valdez, Carlos Sosa, Winston Jerez