Directed by Jakob Ström for Energy BBDO, this ad opens on Celia, a 14-year old girl chewing gum and scrolling through her phone. The older sister, Lena, is filming herself learning a dance and tries to ask Celia for a piece of EXTRA® gum but, her gestures go unnoticed. Later, Lena grabs a pen and writes: NEW FRIEND: LENA [ ] CONFIRM [ ] DENY on an EXTRA® wrapper. Celia then looks up at her, smiles and puts down her phone reminding us that sometimes the smallest gestures can be the most refreshing.
Titled “Real Friend Request,” the spot is running across multiple platforms and channels, including television and full episode players such as Hulu, Roku and Amazon Fire TV. The :30 is also available on YouTube.
CreditsClient Mars Wrigley/Extra Gum Agency Energy BBDO Joss Gross, Pedro Perez, co-chief creative officers; Kenny Blumenschein, executive creative director; Elaine Kalvelage, Cassidy Buzin, associate creative director; John Pratt, head of integrated production; Annie Burger, producer; Dan Kuypers, executive directo rof music; Karolina Barej, music business coordinator. Production Company Drama Svecia (Stockholm) Jakob Ström, director; Mikael Flodeell, producer. Editorial Flare Chicago Casey Cobler, editor; Geoff Cronin, assistant editor; Jenny McDonald, exec producer; Allison Hemingway, associate design producer; Steven Aguilar, sr. audio engineer; Jason Kerman, finish artist. Color Nice Shoes Ron Sudul, colorist; Serena Bove, producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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