Miffed Gumball Mouths Off for Extra Attention

CHICAGO DDB Chicago’s first work for Wm. Wrigley Co.’s Extra brand breaking this weekend stars an “angry gumball,” an agency representative said.

The campaign, the first from the agency since it won the assignment, introduces “Long lasting flavor. Extra’s got it” as a tagline.

Teaser print ads will first appear in USA Weekend this Sunday. A 15-second teaser TV spot will run March 31 and April 1.

In a 30-second spot, upon seeing a guy buy a pack of Extra Gum, the mad gumball escapes from his glass prison and begins to rant and rave against the injustice of being ignored. That commercial debuts April 2; two additional spots will begin airing later in April.

All ads will run on national cable and network outlets. Print ads will appear in a variety of consumer magazines including Glamour, Maxim, People, Real Simple, Sports Illustrated and Seventeen.