A lonely girl wins her distracted sister's attention with the help of a gum wrapper

Wrigley's Extra and Energy BBDO deliver another sweet love story

Published On
Aug 10, 2020

Editor's Pick

Gum can be a very emotional thing—at least when it comes to the ads that Energy BBDO has created for EXTRA. There was the origami-themed tale of a father and daughter, the love story between Sara and Juan, and more recently, a film about the friendship between a boy and an older gent.

Now, in its latest spot, the gum brand explores the relationship between two sisters. It features a familiar scenario that hits home a bit harder during the pandemic. Though the siblings sit at a table together, the younger one is completely immersed in her phone, chewing gum and ignoring her loved one sitting before her in the flesh. 

At first, the older sister fails to get the other’s attention, but through a simple message, written on a gum wrapper, she’s finally able to make a connection—in language that would make sense to her device-immersed sis.

The spot is the latest in the brand's "Give Extra, Get Extra" campaign which is meant to inspire consumers to celebrate their relationships through small gestures.  

Jakob Strom directed via Drama Svecia. 
 

Credits

Date
Aug 10, 2020
Client :
Extra
Agency :
Energy BBDO
Co-Chief Creative Officer :
Josh Gross
Executive Creative Director :
Kenny Blumenschein
Associate Creative Director :
Elaine Kalvelage
Associate Creative Director :
Cassidy Buzin
Head of Integrated Production :
John Pratt
Producer :
Annie Burger
Executive Director of Music :
Dan Kuypers
Music Business Coordinator :
Karolina Barej
Client Service Director :
Lianne Sinclair
Account Director :
Sarah Nelson
Account Supervisor :
Kristin Grandberry
Account Executive :
Emma Rehnberg
Strategy Director :
Ryan Smith
Project Manager :
Kate Gothing
Production Company :
Drama Svecia
Director :
Jakob Strom
Producer :
Mikael Flodell
Editorial Company :
Flare Chicago
Editor :
Casey Cobler
Assistant Editor :
Geoff Cronin
Executive Producer :
Jenny McDonald
Associate Design Producer :
Allison Hemingway
Senior Audio Engineer :
Steven Aguilar
Finish Artist :
Jason Kerman
Color Company :
Nice Shoes
Senior Colorist :
Ron Sudul
Producer :
Serena Bove
Media Agency :
Mediacom
PR Company :
ICF Next

Need a credit fix? Contact the Creativity Editors