Extra Gum Celebrates Offline Connections Among Generation Z

Gum and mint sales have been down during the pandemic

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People are spending more time staring at screens during the pandemic, with various apps such as Zoom and TikTok becoming the default place where friends, family and work colleagues come together.

But a new 30-second ad from Mars Wrigley’s Extra gum, created in partnership with BBDO, seeks to celebrate the connections that occur offline. Part of the brand’s “Give Extra, Get Extra” ad campaign, the clip features two young sisters hanging out at home. The younger one stares into her mobile device, while the older one dances to get her sibling’s attention, but fails.

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