US Creative Work of the Week: ‘Max & Bill’ for Extra gum shows a connection between generations

By Kyle O'Brien | Creative Works Editor

May 8, 2019 | 2 min read

The sharing of a game and gum makes for an emotional cross-generational friendship in Extra's latest chapter of its ‘Give Extra’ campaign.

The debut of 'Max & Bill' supports the launch of Extra Refreshers gum, and the spot is a 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 an older man, Bill, who shares his Extra gum, and stories of his life with him. When Bill doesn't show up for some time, Max searches for him and finally visits him at the home where he lives, giving him a hug that’s certain to warm even the coldest heart. That’s why The Drum’s readers voted the spot the US Creative Work of the Week.

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Extra Gum: Max & Bill by Energy BBDO

By Extra Gum

Overall Rating 4/5

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