Seniors' regrets inspire younger people in moving campaign from 5Gum

Energy BBDO finds real-life stories of the road not taken

Published On
May 14, 2018

Editor's Pick

Gum brand 5Gum is targeting millennials in an unusual way, with a campaign that asks them to take their inspiration from seniors.

A new global campaign by Energy BBDO centers on five older people from the U.S., U.K., Spain and China, and their real-life regrets about the things they didn't do when they were young. A series of documentary-style films, produced by Flare, follows the same format: first, the older person explains what they regret about their life. Then, they unwrap a box of 5Gum-branded films that show younger people who were inspired by their film to make different choices.

For example, as seen here, Martin, an 85-year-old photographer who never came out as a gay man when younger and never found a partner, inspires younger LGBT people to commit to their partners. Another moving film features Stanford, who never followed his dream of becoming a professional swimmer because he felt his race held him back from doing it.

There's also Lin, an elderly Chinese woman who never traveled as she was too busy working as a singer in the Beijing opera; Guillermo, who was too busy to follow the love of his life abroad, and lost her, and Emily, who was too scared to sky dive with her husband but wishes she had taken more risks. Each of them inspires younger people to do the things they've never done, tying in with 5Gum's "Life Happens in 5" tagline, tackling the "five exhilarating" seconds before you decide to do something.

The campaign's "carpe diem" theme seems perfect for appealing to experience-hungry millennials, although there's a pathos about it too--that it's too late for the older folks and for them, it will always be the road not taken. But then again, if Emily had actually leapt out of a plane, or Guillermo found his true love after many years, it would have felt too trite.


May 14, 2018
Brand :
5 Gum
Chief Creative Officer :
Andrs Ordez
Executive Creative Director :
Josh Gross
Executive Creative Director :
Pedro Prez
Creative Director :
Fernando Passos
Creative Director :
Dan McCormack
Art Director :
Fernando Passos
Art Director :
Chris Cavalieri
Art Director :
Tyler Bartley
Copywriter :
Dan McCormack
Copywriter :
Alejandro Peré
Copywriter :
Tori Probert
Lead Designer :
Hung Vinh
Designer :
Jaehyuk Choi
Designer :
Erin Knott
Head of Production :
John Pratt
Executive Director, Content and Delivery :
Brian Cooper
Senior Producer :
Shobin Mathew
Director, Music :
Daniel Kuypers
Associate Music Producer :
Nick Maker
Managing Director :
Jeff Adkins
Client Service Director :
Lianne Sinclair
Global Account Director :
Jamie Defer
Account Supervisor :
Layne Steele Paddon
Account Executive :
Kristen Miller
Group Planning Director :
Elke Anderle
Global Strategy Director :
Allison Arling-Giorgi
Production Company :
Flare Studio
Production Company :
Flare Studio
Director :
German Mairen
Director :
Marcos Mijan
Director :
Ross Bolidai
Director :
Daniel Ryan
Senior Post Producer :
Jenny McDonald
Managing Editor :
Casey Cobler
Junior Editor :
Austin Andries
Editor :
Sean Berringer
Audio :
Katy Mindeman
Color :
Fred Keller
Agency :
Energy BBDO

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