This Crazy-Romantic Gum Commercial Will Make You Ugly-Cry
Don't say we didn't warn you.
Grab the tissues and a fluffy pillow, because this is going to give you all the feels. In a genius marketing move (and a follow-up to the brand's popular "Origami" production a couple years back), Wrigley's Extra gum and Energy BBDO released a romantic commercial featuring a guy, a girl, and a stick of gum. "See their love story unwrap," the brand teased in a punny tweet. Well, we're suckers for the sappy stuff, so watch we did-and you should, too.
Set to a cover of Elvis Presley's "Can't Help Falling in Love" by Haley Reinhart, the video begins with our two leads, Sarah and Juan, exchanging flirty glances in front of a high school building. Then he helps her pick up her books, and she hands him a stick of gum, and we can all see where this is going.
Gradually, we watch as the teens fall in love and make memories-which Juan adorably documents with gum wrapper sketches. We see the two laugh, fight and make up, and even endure a stretch of long-distance dating until they're no longer just high school sweethearts but accomplished adults who are clearly going to be together forever. In the last scene, Sarah sees the series of sketches, which tells their story and transports her-and us-back to all of those sweet moments: a simple meet-cute, a first kiss, a snow day, and finally, a proposal. Just like in the drawing, when she turns around, Juan is down on one knee, proposing. Now, where are those tissues?
"[It] is not about a specific relationship but about all moments of connection," Energy BBDO executive creative director Andrés Ordoñéz told Adweek. "This time we chose to focus on a love story. The chemistry between our lead actors was so good, people were tearing up on set during the first scene on day one. We knew we had a beautiful story to share."
Ordoñéz was right. The video has already gone viral, with many people sharing and expressing their emotional responses on social media. This isn't the first time the world has lost it over an advertisement. Some of the best ones tug at our heartstrings. Here are a few of our favorites:
Schwarzkopf Nectra Color's "You-A Declaration of Love" was released just in time for Valentine's Day 2014 and also builds up to an epic proposal.
Coca Cola wished the world a Happy Valentine's Day in 2013 with their ad "Love is in the Air," which showed cans of Coke floating into the outstretched hands of couples by way of balloon.
In this installment of Tiffany's "Will You" campaign, the jewelry brand shows the stories of several couples, including-for the first time-a same-sex couple.
And who could forget "Parisian Love," Google's Super Bowl ad that chronicled another story about love and marriage (and a baby in a soon-to-be-assembled baby carriage) illustrated with-what else-Google searches.