CHEW INTO IT

Brand: Extra Gum / Agency: BBDO Chicago

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.