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EXTRA Gum Gets Through Awkward Social Moments This Holiday

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Just ahead of the holidays, EnergyBBDO debuts Mars Wrigley's EXTRA Gum's new ad and announces upcoming giveaway of ‘Chew It Before You Do It’ gum-dispensing buttons

EXTRA Gum Gets Through Awkward Social Moments This Holiday

After a year hiatus, this holiday season is expected to be exceptionally unique for many as families and friends gather – with their rusty social skills and all – for potentially the first time in nearly two years. Today, Mars Wrigley's EXTRA Gum launched a new campaign, titled ‘Chew It Before You Do It,’ spotlighting how taking a moment to chew a piece of gum before doing, saying, or acting can be the difference between smooth sailing and a less-than-joyous experience. With holiday gatherings expected to make a comeback this year, the campaign's seasonal ad spots aim to dial into those interesting, yet comical, moments often seen and experienced when home for the holidays.

The light hearted ad spots depict often recognizable moments like reacting to a family member's unamusing joke, showing a love interest your childhood bedroom or receiving a gift with a not-so-subtle and less-than-heartening point. Amidst tricky situations, the ads portray how taking a momentary pause to chew a piece of EXTRA Gum can be the difference between a lasting fond memory and a social blunder that could derail what should be a wonderful holiday season where we connect and celebrate fully with one another after challenging times. This season, whether you're faced with awkward questions such as why you're still single or if you're introducing your new quarantine boyfriend to your filter-less grandma for the first time, don't fret. Chew It Before You Do It.

Created by advertising agency Energy BBDO, the ad campaign debuts on November 22nd with a :60 preview film titled ‘Together Again.’ It can be seen on YouTube and EXTRA Gum's social channels.

"Ahead of anticipated seasonal celebrations and family gatherings, we're unveiling our new Chew It Before You Do It campaign as a playful solve to those hilariously awkward holiday moments we may have all forgotten about after an atypical holiday season last year," said Natalie Malone, Brand Manager for EXTRA Gum, Mars Wrigley US. "We hope our relatable content and campaign delivers better moments and more smiles this season and reminds our fans that sometimes 'chewing it over' can make all the difference."

"This holiday season we might find ourselves face to face with the harsh realities of our family dynamics. When things get awkward, we sincerely hope people take a second to chew Extra Gum before saying something they can never, ever, take back," said Josh Gross and Pedro Pérez, co-chief creative officers at Energy BBDO.

Also, as part of the campaign, EXTRA Gum will be releasing a limited time only ‘Chew It Before You Do It Button,’ to help relieve fans from situations like political discussions at the dinner table or answering prying questions into their love life. The EXTRA Chew Before You Do Button can be placed anywhere questionable conversations and situations occur and will provide a piece of EXTRA Gum when pressed to facilitate a thoughtful moment before responding. Starting December 6th through December 17th, consumers that anticipate awkward moments this holiday season can tweet #ChewItBeforeYouDoIt to receive their free EXTRA Chew Before You Do Button just in time for holiday festivities this year. Each Chew Before You Do button is filled with a pack of EXTRA Gum and available while supply lasts.

While holiday gatherings are the optimal time to start ‘chewing it over,’ tricky and cringeworthy everyday situations certainly do not stop there. Considering an over-the-top gender reveal or drastically cutting your hair in the new year? Don't worry, EXTRA Gum has you covered. The campaign will continue throughout 2022 to help people get through difficult decisions and serve as a light hearted reminder to Chew It Before You Do it.

For more information on EXTRA Gum, follow @EXTRAGum on Twitter, Instagram, Facebook and YouTube or join in on the conversation by using #ChewItBeforeYouDoIt.

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Mars Wrigley

Senior Director, Brands and Content: Marissa Beck

Senior Manager, Brands and Content: Chanel Gant

Energy BBDO

Co-chief Creative Officer: Josh Gross

Co-chief Creative Officer: Pedro Perez

SVP, Creative Director: Lucas Owens

SVP, Creative Director: Monique Kaplan

Creative Director: Colin O’Toole

Creative Director: Hansel Quintela

SVP, head of design: Hung Vinh

3D motion designer: Jaehyuk Choi

CEO Energy BBDO: Jeff Adkins

EVP, Managing Director: Lianne Sinclair

SVP, Client Service Director: Marilyn Sorita

VP, Account Director: Lauren Randall

Account Executive: Emma Rehnberg

VP Global Strategy Director: Ryan Smith

EVP, Head of Integrated Production: John Pratt

Senior Producer: Nina Xoomsai

SVP, Director of Integrated Business Affairs: Frank Tavolino

SVP Executive Director of Music: Daniel Kuypers

Senior Music Producer: Claire O’Connor

Music Business Coordinator: Cara Niemi

Global Deployment Director: Katherine Vicari

Global Deployment Manager: Elle O’Malley

Project Manager: Lauren Gavel


Production Company: World War Seven

Director: MAMA

Executive Producer: Megan Pfaffenroth

Producer: Ahnee Boyce


Editorial Company: Cosmo Street

Editor: Dave Otte

Assistant Editor: Ryan Hennessy

Executive Producer: Maura Woodward

Head of Production: Anne Lai

Post Producer: Jasmine Henry


Colour: Company 3

Senior Colourist: Tyler Roth


Audio: Sonic Union

Sound Designer/Mix Engineer: Steven Rosen

Genres: Comedy, People

Categories: Food, Confectionery

Energy BBDO, Tue, 23 Nov 2021 10:54:13 GMT