It might seem counterintuitive to feature older people in ads to sell gum to young people, but a new campaign by 5 Gum takes aim at inspiring teens by showing touching stories of seniors sharing their biggest regrets in life.
‘No Regrets’ is a global initiative that centers on the true stories of seniors in the US, UK, Spain and China. In the five short films, they each share how one regret shaped their lives, hoping to inspire teens to say yes when they said no.
From Martin, a photographer who waited until age 85 to come out of the closet, to Stanford, a passionate swimmer who chose not to join the high school swim team because of he was reticent to be the only black swimmer on a college team, the films have a power to them, and they’ve already started to inspire real teens to share how they are fulfilling the regrets in their honor.
We hear the touching tale of Guillermo from Spain, who tells a heartbreaking tale of not following the love of his life. At the end, the man opens up a 5 Gum-branded box with a film reel. He turns it on and sees teens telling Guillermo how his story inspired them to follow their hearts. That scene is repeated for each film, which also includes Emily, who regrets playing it safe her whole life, and Lin, who never ventured outside of her homeland, even though she dreamed of traveling.
To find the seniors, 5 Gum and creative agency Energy BBDO worked with five directors from across the globe, each bringing a unique sense of storytelling to the content. Following capturing the seniors’ stories, 5 Gum then shared these stories with teen creators, inspiring them to submit videos showcasing how they’re fulfilling those seniors’ regrets.
Regret is a universal emotion for young and old, and a recent study conducted by 5 Gum found that 97% of teens and seniors have at least one regret that has shaped their lives thus far, and have an average of 16 specific regrets.
The brand has previously encouraged teens to leave their comfort zones with promotions such as 'Truth or Dare', and through the content, the brand hopes that these real, powerful stories will give teens the extra push they need to truly live their best, authentic lives.
The digital-only campaign will be supported by a 360-degree marketing effort, with additional initiatives planned for the summer.