The Drum Awards Festival - Social Purpose

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By Minda Smiley | Reporter

October 8, 2015 | 2 min read

Wrigley’s Extra Gum has unveiled a heartwarming film that tells the story of a young couple named Sarah and Juan who meet in high school when she offers a stick of Extra to him after he helps her pick up some of notebooks that she has dropped.

Created by Energy BBDO and directed by Rattling Stick’s Pete Riski, the two-minute film follows the couple from high school through college and their adult years as a cover of Elvis Presley’s ‘I Can’t Help Falling in Love’ plays.

The gum has its own subtle role in the story since Juan often draws memories of the two together on Extra wrappers, and incorporates them into his proposal to her.

The ad is a follow-up to Extra’s massively successful ‘Origami’ video that rolled out two years ago, which told a similarly sentimental story of a father’s relationship with his daughter. Both ads are part of the brand’s ‘Get Extra, give extra’ campaign which aims to send the message that small moments of sharing in life can end up leading to something extraordinary.

‘Origami’ has more than 2 million views on YouTube and according to the agency, helped drive double digit growth for the gum’s base business.

Its latest effort is the brand’s attempt to build on the initial success of the ‘Get Extra, give extra’ campaign. Shorter versions of the spot are set to debut on TV and online later this month.

Extra Wrigley Bbdo

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