Extra Gum: The Story of Sarah & Juan

  • EMOTION INTO ACTION SCORE 87.22
  • YEAR 2015
  • BRAND Mars, Inc.
  • AGENCY Energy BBDO
  • CATEGORYCPG
  • SUB-CATEGORY Food
  • REGION North America
  • COUNTRY United States
  • MEDIUM TV Long

Our Opinion

A lot of the folks in our office murmured audible sighs, and shed a few tears, watching this spot that Adweek called: “One of the Year’s Sweetest Love Stories”. Energy BBDO, the team from two years ago who made the popular spot “Origami” for Extra, came back again. In this story that spans teen years to young adulthood, the message never overtly hints at “minty fresh,” but rather at the payback of giving extra. Anyone who has ever played with the silver foil wrapper on a stick of gum now has a fluent icon to connect to the Extra brand. The lush cover of Elvis Presley’s “Can’t Help Falling in Love” provides the soundtrack that reminds us of the timeless staying power of giving to get the girl in the end.