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.