Two years ago Extra Gum released an ad called ‘Birds (Origami)’. It signaled a shift in their advertising - a move away from marketing gum based solely on the functional product benefits (sugar-free/ maintains oral care/ gets rid of plaque build-up after a meal) and a creative departure from the wry humour that defined their ads with celebrity Antonio Banderas.
‘Origami’ was all about the story of a father and a daughter and the moments that defined their relationship. Now Extra have followed up with another ad that focuses on emotional storytelling. This time it's a love story that tugs at the heart strings and is brought to life with some great casting and a haunting re-work of a classic Elvis tune.
Both ads subtly weave in the chewing gum wrappers and gum throughout, ensuring that Extra is present and pivotal but not in a way that detracts from the emotional impact of the story.