Extra's Sweet Love Story Will Have You Bawling In Your Hankies

Wrigley Brand Debuts Another Tear-Inducing Tale

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Back in 2013, Wrigley's Extra released a heartstring-tugging ad that captured a father-and-daughter relationship over the years, through the lens of gum and gum-wrapper origami.

The premise on paper may sound a bit forced, but the ad, created out of Energy BBDO and directed by Pete Riski of Rattling Stick, was done with just the right amount of nuance and restraint to create a believable, beautiful tale that resonated with viewers. It earned 2 million-plus views on YouTube and, according to an agency spokesperson, helped drive double digit growth for the gum's base business.

Energy BBDO and Mr. Riski are back with another tear-jerker, this one with a romantic bent. It follows a pair of school kids, Sara and Juan, from the early days of their courtship to later years when they move in together, endure typical couple fights, move apart, become adults in the workforce and finally reunite after an epic surprise that will leave romantics bawling in their hankies. Haley Reinhart's sweet cover of Elvis Presley's "Can't Help Falling in Love" doesn't help with the dry eyes either.

According to the agency's ECD Andres Ordonez, the campaign hinges on the idea of "Give Extra, get extra. The platform lends itself to any number of great stories and experiences. Since the beginning, we sought to create an Extra ad about connections."

With the new film, the agency wanted to build on the success of the "Origami" ad and "the strongest way to build on that was through emotional storytelling," he said. "It's not easy to do, but when you do it well, it can really make an impact on the business."

He said the latest spot "began with a powerful script about feelings and little moments in time that everyone can relate to. From there we brought it to life through casting. We found two amazing talents that had genuine chemistry and things fell into place in a magical way."

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About

Credits
Date
Oct 07, 2015
Agency:
Energy BBDO
Client:
Wrigley
Director:
Pete Riski
Production Company:
Rattling Stick
Executive Creative Director:
Andrés Ordoñéz
Creative Director:
Pedro Pérez
Art Director:
Andrés Ordoñéz
Art Director:
Josejuan Toledo
Art Director:
Jesús Díaz
Copywriter:
Andrés Ordoñéz
Copywriter:
Pedro Pérez
Copywriter:
Sofía González
Executive Producer:
John Pratt
Music Producer:
Daniel Kuypers
Managing Director:
Jeff Adkins
Client Service Director:
Lianne Sinclair
Account Director:
Erin Welsh
Senior Account Executive:
Brittany Peskind
Assistant Account Executive:
Katheryn Batista
Group Planning Director:
Elke Anderle
Digital Strategy Director:
Zach Graham
Executive Producer:
Joe Biggins
Producer:
Tessa Mitchell
Visual Effects Company:
The Mill
Colorist:
Luke Morrison
Color Assistant:
Mikey Pehanich
Design Lead:
Matt Darnall
Design Artist:
Adrian Navarro
2D Lead:
Randy McEntee
2D Artist:
Michael Sarabia
Head of Production:
Andrew Sommerville
Producer:
Adam Battista
Production Coordinator:
Grace Tober
Vocals:
Haley Reinhart
Piano:
Casey Abrams
Song Title:
"Can't Help Falling in Love"
Record Label:
ole Media ole Media Management L.P.
Audio:
STIR Post
Audio Post:
Matt Holmes
Audio Post Producer:
Mindy Verson

See more credits

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