Director Hanna Maria Heidrich, Energy BBDO and Mars Wrigley pick guilty pleasure track ‘Call Me Maybe’ by Carly Rae Jepsen for the campaign
You know that feeling when you hear your song? Part of you wants to dance, sing, and high kick to your heart’s content, but then…something stops you. Something deep inside suppressing your own joie de vivre and telling you to play it cool. Well, that’s not cool.
Extra Gum is here to tell the world no more. Nothing should hold you back from being your fullest you, from cranking up the music and shimmying like no one’s watching, from doing whatever it is that makes you…ding. Least of all yourself.
Created by advertising agency Energy BBDO and confectionery company Mars Wrigley, Extra’s global campaign ‘Do What Makes You Ding’ is a follow-up campaign to Extra’s viral ‘For When It’s Time’, which launched last year. Together with award-winning female film director Hanna Maria Heidrich, Energy BBDO and Mars Wrigley teams chose the song Call Me Maybe, by Carly Rae Jepsen, to be featured within the film. It’s the ultimate guilty pleasure track; a song that people around the world can recognize and can’t help but dance and sing along with the characters.
“Confidence is realising you don’t need to become your best self because you already are your best self. Embrace your guilty pleasure song. Go all out and do what feels good in the moment. And if you need a little help, you can always grab some Extra Gum,” says creative directors at Energy BBDO, Colin O’Toole and Hansel Quintela.
The ‘Do What Makes You Ding’ campaign will run in various forms, across television, digital, and social channels. The film will follow up with a social program featuring influencers from across the globe who have shown they have the confidence to do what makes them ding, no matter what. Similar Mars Wrigley gum video content will roll out in other global markets throughout the year, including the United Kingdom, Germany, and France.
In the United Kingdom, the new film and social media program will be launched Thursday 1st September.