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Following a Tough 2020, EXTRA Gum Embraces a Non-Lockdown World

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TV campaign from Energy BBDO and Nick Ball aims to make light of life post lockdown, encouraging the UK to get their Ding! back

Following a Tough 2020, EXTRA Gum Embraces a Non-Lockdown World

Mars Wrigley UK has today released a new TV ad as part of its new mission to help the public get their Ding! back.

As the UK looks ahead to a non-lockdown world, EXTRA has portrayed an exaggerated version of the post-lockdown mood, showcasing the lighter side of reality and the newfound energy the nation has, for what was previously their mundane day-to-day lives.

Excitement and a thrill for a non-socially distanced life is shown in a series of scenarios, including the demise of virtual work meetings, kissing passionately in public and returning to the morning commute.

Created with Energy BBDO, the ad is part of EXTRA’s Get Your Ding Back campaign, encouraging Brits across the nation to get their confidence back and enjoy a more energised 2021, following a tough 2020.

It follows the Q1 campaign encouraging Gen Z to get their dating Ding!* back virtually, which included a partnership with Celebrity Dating Expert Sophie Hermann. Later on this summer, EXTRA will be sponsoring the much-anticipated 2021 series of Love Island.

These campaigns are designed to reinvigorate the category, keeping gum contextually relevant after seeing a decline during the pandemic with less socialising and eating out.

Speaking about the launch, Chirag Shah, EXTRA Brand Manager said: “I’m absolutely thrilled Extra is launching this new campaign with an ad that captures the mood of the nation, in a light-hearted exaggerated way. I hope the TV ad creates lots of smiles and keeps gum top of mind across the big summer to come!”

Josh Gross and Pedro Pérez, co-chief creative officers, Energy BBDO, said: “When the time comes, we won’t just exit our homes quietly, pick up the newspaper and whistle our way back to the office. No, we’re going to return with force and help the world get its ding back! One pack of Extra at a time."

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Mars Wrigley

Global Vice President Brands, Content & Media: Rankin Carroll

Senior Director Brands & Content Europe: Brad Cole

Manager Brands & Content Europe: Chantal Barcelona

Energy BBDO

Co-chief Creative Officer: Josh Gross

Co-chief Creative Officer: Pedro Perez

SVP, Executive Creative Director: Kenny Blumenschein

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

VP, Account Director: Lauren Randall

Account Supervisor: Lucie Lavard

Account Executive: Emma Rehnberg

VP Global Strategy Director: Ryan Smith

EVP, Head of Integrated Production: John Pratt

Producer: Annie Burger

SVP, Director of Integrated Business Affairs: Frank Tavolino

Senior Business Manager: Gina Stevanovich

VP Group Talent Manager: Mariellen Golfis

SVP Executive Director of Music: Daniel Kuypers

Music Business Coordinator: Karolina Barej

Global Deployment Director: Katherine Vicari

Global Deployment Manager: Elle O'Malley

Project Manager: Kate Gothing


Director: Nick Ball

President/Executive Producer: David Zander

Executive Producer: Emma Wilcockson

Producer: Karen Chen

Director of Photography: Seamus McGarvey

Production Designer: Veronica Romero

Wardrobe Stylist: Sol Montalvo

First Assistant Director: Max Morales

Production Service

Chile Production Service: Goodgate

Final Cut

Editor: Jeff Buchanan

Assistant Editor: Sophie Solomon

Head of Production: Ana Orrach

Executive Producer: Suzy Ramirez

US Managing Director: Justin Brukman


Colour by: MPC LA

Colourist: Ricky Gausis

Assistant: Sam Ziaie

Executive Producer: Meghan Lang Bice

Producer: Caitlin Forrest

Coordinator: Alex Zhao

Machine Sound

Audio Engineer: Terressa Tate

Assistant Audio Engineer: Amanda Fuentes

Producer: Sara Gbadamosi

Producer: Michele Maples


Blockhead: VFX

Genres: Storytelling

Categories: Food, Sweet

Energy BBDO, Fri, 30 Apr 2021 08:22:00 GMT