We then decide what advertising approach we think was being used. This assessment was created by Robert Smith, a communications researcher from Indiana University. We rate the ad from 1-7 in regards to originality, flexibility, elaboration, synthesis and artistic value. One of the assignments we do frequently is predicting the effectiveness of an advertisement using a creative assessment scoring sheet. In the process, our professor gives us in-class creativity assignments. We learn how to create a full campaign from top to bottom. My two favorite ads out of the series are “the story of Sara and Juan” and “Origami.” I like this campaign because each ad tells an emotional story using a piece of the product, the wrapper, in a unique way. If you are an agency that asks “what is your favorite ad campaign and why?” in your summer 2020 internship applications, I’ve likely written to you about Extra Gum already. Take a look, though pull another couple of tissues for this one, too.One of my favorite ad campaigns is the “Give Extra, Get Extra” Extra Gum campaign by BBDO. It is, in fact, a follow-up to the original heartstring-plucking commercial, “Origami,” Energy BBDO created for Extra Gum revolving around the love of a father for his daughter and how he shows his love by making tiny origami swans out of the gum wrappers, and how she in turn shows how much she loves him by keeping each and every one of them since she was a very little girl. “Sarah & Juan” wasn’t the first of its kind though. #GiveExtragetextra /wJ0nhggHLk - Extra Gum October 10, 2015 So glad you love the spot, We’re sending a wrapper we made just for you. Īnd, much to their credit, Wrigley’s Extra Gum came up with this sweet response. All this time, I’ve been wasting my wrappers on chewed gum. That’s why so many people are relating to it, and the fact that Energy BBDO seamlessly features Extra Gum and makes it a natural part of the narrative is just brilliant advertising on their part.īut how do you know you’ve absolutely gone viral? When Ellen Degeneres makes a joke about it.Īmazing. And so the story can be very deep and meaningful without having to be complicated. When we see a girl touch a guy’s face on a computer screen, we know what that means. It’s primal, and so when we see a guy and a girl smiling shyly at one another, we know exactly what it means. So when this commercial touches on that desire, it doesn’t need to say much. Pretty much every moment of every day is, at least in some small way, in search of it. The answer very simply lies in the quintessential nature of every human being’s search for love. Why has this little commercial about “Sarah & Juan” and their Extra Gum taken off the way it has? Take a look, but make sure you have some tissue at the with the major feels in that commercial. Sarah turns, and there’s Juan, on one knee with a diamond in his hand. A mystery you won’t find the answer to until the end, when Sarah walks into what looks like a deserted art gallery and discovers that not only was Juan drawing exactly what was happening between them in each of those special moments on the wrapper, but he also framed each and every one so it reads like a visual representation of the story of their love.Īnd finally, with a crescendo in the music, Sarah comes upon the last wrapper which is an illustration of Juan proposing to her, an event that has yet to happen. This Extra gum commercial will leave you in tears: /lfYK81lA16īut the real essence of “The Story of Sarah & Juan” lies in what Juan is doing when he puts a pen to each gum wrapper. “Sarah & Juan” is set to the haunting music of Haley Reinhart’s rendition of Elvis Presley’s ballad “I Can’t Help Falling In Love,” and throughout all their experiences they share Extra Gum, because it’s important to have fresh breath, especially in those important moments. “The Story of Sarah & Juan” looks at the meeting of a pair of high school sweethearts and how their relationship evolves, from the excitement of two young people falling in love through the arguments and fights of moving in together to the difficulties of being in separate cities to finally coming back together and making that big commitment. If you don’t at least have a single tear in your eye by the end of this video, your heart may just be a little dead. Who knew a barely two-minute ad about Extra Gum could be the most romantic thing you’ve seen in a long time? Well, Extra and their advertising agency Energy BBDO has managed to do just that with “The Story of Sarah & Juan,” and because it has, this commercial has gone viral and then some.
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