Ad of the Day: Extra Gum Wraps Up One of the Year’s Sweetest Love Stories

A worthy sequel to 'Origami'

It took an extra long time—more than two years—for Wrigley's Extra Gum to release a follow-up its massively popular "Origami" ad, which, you may recall, told the story of a father and daughter with silvery gum-wrapper swans playing a key role.

Now, Energy BBDO and Rattling Stick director Pete Riski return with "The Story of Sarah & Juan." Their epic romance begins in high school and stretches through the tear-jerking trials and tribulations of college life and young adulthood.

Thankfully, the minty freshness of Extra is on hand at all times. Once, again, wrappers are worked into the storyline—not as smoothly as in the earlier commercial, perhaps, but the schtick is still pretty sweet. And Haley Reinhart's cover of Elvis Presley's "Can't Help Falling in Love" on the soundtrack is either emotionally evocative or utterly distracting, depending on your personal taste.

So, why did the world have to wait so long for a sequel?

"The 'Origami' spot resonated particularly well with audiences, so we let it live on," Energy BBDO executive creative director Andrés Ordoñéz tells Adweek. "It was still working well for the business, so we didn't want to take it off air too soon."

Given the first ad's performance, was there—how shall I put this?—extra pressure on the team this time around?

"No and yes," Ordoñéz says. " 'Give Extra, get extra' is a strong creative platform to tell compelling stories, so we were excited to do it again. On the other hand, 'Origami' was so well liked, we knew we had to create something just as special."

Why go with romance?

"[It] is not about a specific relationship," Ordoñéz says, "but about all moments of connection. This time we chose to focus on a love story. The chemistry between our lead actors was so good, people were tearing up on set during the first scene on day one. We knew we had a beautiful story to share."

Just like "Origami," the new spot is designed to reduce viewers to blubbering bundles of Kleenex-covered protoplasm. While more conventional than its predecessor, "Sarah & Juan" packs a significant punch, straight to the heart.

All in all, it was probably wise to stick with a winning formula.

CREDITS

Client: Wrigley Extra

Spot: "Sarah & Juan"

Agency: Energy BBDO

Executive Creative Director: Andrés Ordoñéz

Creative Director: Pedro Pérez

Art Director: Andrés Ordoñéz, Josejuan Toledo, Jesús Díaz

Copywriter: Andrés Ordoñéz, Pedro Pérez, Sofía González

Executive Producer: John Pratt

Music Producer: Daniel Kuypers

Managing Director: Jeff Adkins

Client Service Director: Lianne Sinclair

Account Director: Erin Welsh

Senior Account Executive: Brittany Peskind

Assistant Account Executive: Katheryn Batista

Group Planning Director: Elke Anderle

Digital Strategy Director: Zach Graham

Production Company: Rattling Stick

Director: Pete Riski

Executive Producer: Joe Biggins

Producer: Tessa Mitchell

Editorial Company: Cut + Run

Editor: Eve Ashwell

Assistant Editor: Brian Meagher

Producer: Annabelle Dunbar-Whittkaker

Executive Producer: Carr Schilling

Visual Effects: The Mill

Colorist: Luke Morrison

Color Assist: Mikey Pehanich

Design Lead: Matt Darnall

Design Artist: Adrian Navarro

2D Lead: Randy McEntee

2D Artist: Michael Sarabia

Head of Production: Andrew Sommerville

Producer: Adam Battista

Production Coordinator: Grace Tober

Music: "Can't Help Falling in Love."

Vocals: Haley Reinhart

Piano: Casey Abrams

Record Label: ole Media Management L.P.

Audio: STIR Post

Audio Post: Matt Holmes

Audio Post Producer: Mindy Verson