Back in 2013, Wrigley's Extra released a heartstring-tugging ad that captured a father-and-daughter relationship over the years, through the lens of gum and gum-wrapper origami.
The premise on paper may sound a bit forced, but the ad, created out of Energy BBDO and directed by Pete Riski of Rattling Stick, was done with just the right amount of nuance and restraint to create a believable, beautiful tale that resonated with viewers. It earned 2 million-plus views on YouTube and, according to an agency spokesperson, helped drive double digit growth for the gum's base business.
Energy BBDO and Mr. Riski are back with another tear-jerker, this one with a romantic bent. It follows a pair of school kids, Sara and Juan, from the early days of their courtship to later years when they move in together, endure typical couple fights, move apart, become adults in the workforce and finally reunite after an epic surprise that will leave romantics bawling in their hankies. Haley Reinhart's sweet cover of Elvis Presley's "Can't Help Falling in Love" doesn't help with the dry eyes either.
According to the agency's ECD Andres Ordonez, the campaign hinges on the idea of "Give Extra, get extra. The platform lends itself to any number of great stories and experiences. Since the beginning, we sought to create an Extra ad about connections."
With the new film, the agency wanted to build on the success of the "Origami" ad and "the strongest way to build on that was through emotional storytelling," he said. "It's not easy to do, but when you do it well, it can really make an impact on the business."
He said the latest spot "began with a powerful script about feelings and little moments in time that everyone can relate to. From there we brought it to life through casting. We found two amazing talents that had genuine chemistry and things fell into place in a magical way."