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.
Credits
Client 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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
