![]() In “Origami,” the dad cleverly folds the wrappers into tiny swans that his daughter collects over time. What’s common in all three videos is the use of Extra gum wrappers to help tell the story. Last week, Extra took it up another notch with a four-minute video called “A Second Chance” - a touching true story about a young widowed mom and a single dad who find true love. That two-minute video was seen by more than 18 million YouTubers. Released in 2015, “The Story of Sarah & Juan” follows the characters’ romance from high school to adulthood. ![]() That video earned 3.3 million views on YouTube, but Extra’s next installment would be prove to be even more viral. It all started in 2013 when Extra released “Origami,” a one-minute tear-jerker about the sweet bond between a dad and his little daughter, as she matures into a young woman. Only time will tell how they charm us next.Break out the tissues, because when it comes to romantic, heart-warming commercials, no company has precipitated more happy tears than Extra Gum. While ‘The Story of Sarah & Juan’ works more or less to formula, featuring a modern cover of a classic love song and a plot borrowed from Extra’s previous campaign, there’s no denying that the spot achieves what it set out to.įor the second time in two years the brand has managed to turn the gum wrapper, modern life’s most disposable pieces of rubbish, into a sentimental souvenir. While we usually expect a flurry of romantic ads in February, Extra’s decision to launch outside of the Valentine’s market has seemingly paid dividends. The ad will either turn you into a sentimental puddle of goo or make your eyes roll out of your head and into the next countyīuzzFeed championed the ad in an even-handed piece titled ‘ This Gum Commercial Is Making Everyone Weep’, while the Daily Mail’s ‘Femail’ section asked whether Extra had created the most romantical commercial of all-time.Īt a moment when the number of ‘viral’ videos circulated on any given day is almost impossible to countenance, a boost from a massively-popular aggregator like BuzzFeed or Femail can help to magnify and amplify the social spread of a campaign. But love it or hate it, ‘The Story of Sarah & Juan’ is having a moment.īesides its massive sharing popularity, particularly across Facebook Video, Extra’s spot has spread so far thanks to some rather effusive praise from the online media. Their gum-based affection reaffirmed, Sarah and Juan fall into each other’s arms and everyone lives happily ever after.ĭepending on your predilections, you’re either a sentimental puddle of goo right now or your eyes have rolled out of your head and into the next county. On each of these wrappers is a cutesy sketch of everything they’ve done together. In a final act twist, Juan invites Sarah to a private gallery where a series of Extra chewing gum wrappers adorn the walls. If you’ve seen the weepy romance ‘ Like Crazy’, this will all be very familiar. Things are looking strained for our young lovers: the distance is getting to be too much and you can tell years have passed because Sarah’s wearing reading glasses all of a sudden. Traversing the years, we see Sarah and Juan’s love tested as they graduate from high school, move away to university and eventually enter a long distance relationship. We see their relationship progress in a charming rom-com montage, underscored by a cover of Elvis Presley’s ‘Can’t Help Falling In Love’ and the lovers’ periodic offering of chewing gum and coy smiles. Minty loveĮxtra’s latest, ‘The Story of Sarah & Juan’, is a variation on that theme, giving the brand’s own spin on the tale of two high school sweethearts.Īfter their eyes meet across a crowded room, Sarah and Juan’s first real interaction comes when, you guessed it, she offers him a stick of Extra. It’s been two years since Extra Gum and agency BBDO put out ‘ Origami’, a hugely popular spot which transmuted chewing gum wrappers into a touching ode to father-daughter relationships.Ĭonnecting Extra Dad and Extra Daughter through a series of origami swans, the spot was watched over 2m times and likely prompted more than a couple overdue calls home. Thanks to a new chewing gum ad capturing the hearts of social media denizens everywhere, we may have to adjust our definition of millennial romance. ![]() If you were asked to name the greatest love stories of all time, the answers would likely be pretty familiar.Īdd a liberal splash of ‘Romeo & Juliet’, a sprinkle of Jack and Kate from ‘Titanic’ with a hearty dash of Ross and Rachel from ‘Friends’ – that’s the modern image of pop culture love, right? Think again. This article first appeared on Marketing Magazine ![]()
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