Extra Gum's Advice for Awkward Holiday Moments? Chew It Over Before You Respond

Campaign from Energy BBDO sets up 'Chew It Before You Do It' as a 2022 ad platform for the brand


Extra Gum, which imagined a post-lockdown Hot Vax Summer filled with spontaneity and feverish public make-out sessions, is suggesting a much more restrained approach for the upcoming holidays.

In fact, the Mars Wrigley-owned brand is deftly reading the current 2021 situation, taking into account that social skills are rusty from two years of Covid-caused separations. At the same time, family gatherings are likely to resume for many Americans, and those events are hotbeds for potential conflict, perhaps now more than ever.

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