Chew Into It
Overview
Extra wanted to remind people that sometimes getting back into the moment can be as simple as chewing a stick of gum. So we created Chewbert, a stick of chewed Extra brought to life and the first new mascot for a Mars brand in nearly 20 years. In each spot, his imperfect efforts to help turn the feeling of chewing Extra into a playful push back toward the moment.
The Birth Of Extra Time
When we realized soccer’s Extra Time already had our brand name in it, we created a tall tale about how the phrase came to be. The custom spot aired throughout the World Cup and reached a nationwide audience during the final.
NYC Mural
To bring Chew Into It to Brooklyn, we turned a wall into a larger-than-life mural. Over the weeks it was up, Chewbert slowly removed the distractions around our heroine, making space for her to chew into it.
