EXTRA Gum Rewrites Football History with 'Birth of Extra Time'

EXTRA Gum has launched 'The Birth of Extra Time', a new creative extension of its 'Chew into It' brand platform that tells the (totally true) origin story of how one of soccer’s most iconic moments came to be. The spot from BBDO Chicago follows last month's debut of the EXTRA Time Anthem with Izzy Escobar, extending the brand's celebration of soccer's most immersive moment.

Inspired by the fact that 'Extra Time' shares its name with the brand, the playful spot imagines a referee in the 1800s struggling to find the perfect name for the moment when every play can change the outcome as players offer up endless suggestions. Chewbert, the brand's recently introduced character, appears just in time to help the referee cut through the noise and land on the name that would define the moment: Extra Time.

The creative brings EXTRA's new positioning to life: 'Chew into It' celebrates the moments that naturally command our full attention and the everyday rituals that often accompany them - like reaching for a piece of gum - helping people be more present in everyday life. The campaign taps into the global excitement around soccer, with the spot set to air live during the final match of soccer's biggest global tournament on July 19th, reaching fans during one of the sport's most captivating moments.

"In an overstimulated world, people are actively seeking ways to be more present - and few moments command our full attention quite like Extra Time in soccer, when emotions peak, distractions disappear, and fans are fully immersed in the match. That’s exactly what our new brand platform, 'Chew into It,' celebrates. 'The Birth of EXTRA Time' is just the beginning of how we will build on this platform, serving as a creative launchpad to explore new, imaginative ways for the brand to show up and help people lock into the moments that matter most." said Ashley Gill, vice president, brand and content, Mars Snacking North America.

“When we realised 'extra time' had our brand name in it, it was a no-brainer to craft a story around how this all came to be. Some of our previous work leans into more modern chewing occasions our consumers can identify with - moments where they need to be present, like studying or hanging with friends - but in this case, it was fun to tell a tall tale about how the ritual of reaching for a piece of EXTRA gum in a high-pressure moment came to be and how that collective experience holds true, no matter the era.” said Cassidy Buzin, group creative director, BBDO Chicago.