Extra Gum: Max & Bill by Energy BBDO

Client: Extra Gum
Date: Apr 2019
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Extra Gum introduced the next chapter in the 'Give Extra, get extra' story with the debut of 'Max & Bill' to support the launch of the new Extra Refreshers gum.

The new ad campaign tells the heartwarming story of an unlikely friendship between two strangers, and how small, unexpected gestures – like sharing gum – can help form a lasting relationship regardless of age, race or gender. Young Max shows up at the park whenever he can to play checkers with older man Bill, who shares his Extra gum with him. When Bill doesn't show up, Max finds where he is and visits him with a hug at the home he lives in.

Debuting nationally, 'Max & Bill' features a rendition of the song Every Age, recorded by emerging music artist Jacob Banks.


Agency: Energy BBDO

Brand: Extra Refreshers

Title: “Max & Bill”

Chief Creative Officer: Andrés Ordóñez

Executive Creative Director: Pedro Pérez

Executive Creative Director: Josh Gross

Creative Director: Manuel Torres

Creative Director: Alejandro Juli

Art Director: Elaine Kalvelage

Copywriter: Cassidy Buzin

Head of Integrated Production: John Pratt

Producer: Maddie Gorman

Executive Art Producer: Liz Miller-Gershfeld

Executive Director of Music: Daniel Kuypers

Program Director: Jeremy Hawking

Client Service Director: Lianne Sinclair

Global Sr. Account Director: Jamie DeFer

Account Supervisor: Kristin Grandberry

Global Strategy Director: Allison Arling-Giorgi

Production Company: Rattling Stick USA

Director: Pete Riski

Line Producer: Tessa Mitchell

Executive Producers: Joe Biggins & Jeff Shupe

Head of Production: Richard McIntosh

Editorial Company: The Assembly Rooms

Editor: Eve Ashwell

Assitant Editor: Kevin Corry

Producer: Daniel Breheny

Animation/Motion Graphics Company: Cream Electric Art Australia

Creative Director: Bruce Bigelow

Producer: Diane Williams

Color/Finish: The Mill

Colorist: Oisin O’Driscoll

Post Producer: Matthew Engel

Finish Artists: Heidi Anderson & Alison Bloom

Audio Company: Another Country

Sound Engineer: John Binder

Audio Assistants: Logan Vines & Josh Hunnicutt

Producer: Louise Rider & Tim Konn


Vocals/Song: Jacob Banks – ‘Every Age’

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