This ad for Extra works on the insight that teenagers spend an extreme amount of time staring at screens and neglecting real relationships. Celia, a 14-year old girl chewing gum and scrolling through her phone is ignoring Lena, who wants to hang out.
Later, Lena grabs a pen and writes: NEW FRIEND: LENA [ ] CONFIRM [ ] DENY on an EXTRA® wrapper.
It's a small gesture, but it's a sweet one, much like offering any new friend some gum is, so it ties nicely with the product. And honestly, kids, you should spend less time on fake internet friends and more with your real friends. As far as a simple gum ad goes, this is not groundbreaking, but cute.
Credits: Mars Wrigley, Real Friend Request
Agency: Energy BBDO
Client: Mars Wrigley
Product: Extra Gum
Title: Real Friend Request
Original Air Dates: 8/3/20
Media Type: TVC/OLV
CREATIVES
Co-Chief Creative Officers: Josh Gross and Pedro Pérez
Executive Creative Director: Kenny Blumenschein
Associate Creative Directors: Elaine Kalvelage and Cassidy Buzin
PRODUCTION
Head of Integrated Production: John Pratt
Producer: Annie Burger
Executive Director of Music: Dan Kuypers
Music Business Coordinator: Karolina Barej
ACCOUNT & PLANNING
Client Service Director: Lianne Sinclair
Account Director: Sarah Nelson
Account Supervisor: Kristin Grandberry
Account Executive: Emma Rehnberg
Strategy Director: Ryan Smith
Project Manager: Kate Gothing
PRODUCTION / ADDITIONAL COMPANIES (including cities)
Production Company: Drama Svecia (Stockholm)
Director: Jakob Ström
Producer: Mikael Flodell
Editorial Company: Flare Chicago
Editor: Casey Cobler
Assistant Editor: Geoff Cronin
Executive Producer: Jenny McDonald
Associate Design Producer: Allison Hemingway
Senior Audio Engineer: Steven Aguilar
Finish Artist: Jason Kerman
Color Company: Nice Shoes
Senior Colorist: Ron Sudul
Producer: Serena Bove
Audio Company:
Music Company:
Media Agency: Mediacom
Digital Agency:
PR Company: ICF Next