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August 9, 2017

2017 Effie-Winner Spotlight: Extra Gum, “Unwrapping A Love Story”

In this week’s 2017 Winner Spotlight, Hart spoke with Jeff Wurtzel, senior brand manager at Mars/Wrigley, to discuss Extra Gum’s “Unwrapping A Love Story” campaign, created in partnership with Energy BBDO.

It might seem like a simple insight — that something small, that people can share, unlocks meaningful connections. But it had powerful results — it turned around the Extra Gum brand. The realization that people gain happiness from giving to others provided Wurtzel and his team with the perfect emotional connection between Extra Gum and consumers. They created “Give Extra, Get Extra” as the main campaign, which consisted of creative showing the little, meaningful moments shared between people — with the help of a piece of gum.

One piece of creative, “Unwrapping A Love Story,” stole the show by exemplifying the authenticity of the insight. The ad tells the love story of a young couple. Their years spent together are remembered through gum-wrapper drawings depicting moments in their relationship. The 30-second spot is accompanied by a delicate version of Elvis Presley’s “Can’t Help Falling In Love,” covered by Hayley Reinhart. The visuals paired with the music to create a visceral and undeniable response in viewers, which Wurtzel believes is the secret recipe for the ad’s success. It’s nostalgic, romantic, and a universal message everyone can understand. “Unwrapping A Love Story” reached 40 million views in the first couple of days after its premiere and Reinhart’s cover became a trending song on Apple Music, proving the ad hit the right notes in the hearts of viewers.

Extra Gum and Energy BBDO took home six trophies at the 2017 North American Effie Awards, including four for “Unwrapping A Love Story” and two for “Give Extra, Get Extra.”