Tuesday Throwback: Extra Gum’s Story Of Sarah & Juan

This past weekend, I went to a wedding where the couple used Haley Reinhart’s “Can’t Help Falling in Love” as their first dance song. The song came to prominence from its usage in Extra Gum’s mega-viral 2015 spot “The Story of Sarah & Juan.” It was a romantic tearjerker that was also interesting in the fact that it told a story not even about the product, but a creative use of the packaging. So let’s take a look back at this lovely ad from Extra.



Extra Gum’s Lovely New Commercial Follows A Young Couple’s Relationship

Extra Gum’s origami commercial from 2013 was extremely popular, and still stands as one of the most viewed and shared posts on this blog. Now there’s a followup created by Energy BBDO that hits on another emotional soft spot: young people in love. In “The Story of Sarah & Juan”, we follow a young couple’s relationship through good and bad, stretching from high school into adulthood. Extra Gum plays a prominent role of course and the ad culminates with pictures drawn on Extra wrappers of memorable moments in their relationship and then a picture of the next step. Haley Reinhart provides a version of Elvis Presley’s oft-covered “Can’t Help Falling In Love”, a song that always manages to sound beautiful. A lovely, sweet, and yes, a little sappy spot from Extra Gum. Here’s some more information about it from Adweek.

Extra Gum’s Emotional Origami Commercial

Appealing to emotions is a crucial part of advertising, and this can be especially true in more “boring” categories. If an advertisement can assign a sentimental value to something that is typically thought of as practical, it’s a great strategic advantage. This is very apparent in a new commercial from Extra Gum, created by Energy BBDO Chicago. Gum might not be the most exciting item, and its sales have been falling in recent years. So Extra falls on its classic identity of a long-lasting gum in an unexpected way.

The spot starts with a father teaching his young daughter how to make a paper crane with his gum wrapper, and she starts making her own. Time marches on, and the birds become something of a collector’s item for the girl as she grows up. Finally, the parents are packing the car to send her off to college, when the father drops a box…and then finds that it’s full of paper cranes. If that was a reference to the thousand paper cranes legend, it’s a great one. The ad closes with a voiceover saying “sometimes the little things last the longest.” Overall, the spot has a similar message (though a less beautiful execution) to Vodafone’s ad from earlier this year. It’s a nice, sweet, sentimental commercial. Is it a little sappy? Yep. But a little sap isn’t so bad sometimes.

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