Extra Gum helps an unlikely friendship form

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More than ever, connections between human beings are so critical in order for us to move forward.

Extra Gum and Energy BBDO, through a heartwarming story that truly touches the emotions, reminds us that we don’t have to be divisive and angry.

No matter what color we are, how old we are, we can connect. That is the case in this splendid new short film titled ‘Max & Bill.’

The next chapter in the ‘Give Extra, get extra’ campaign tells the touching story of an unlikely friendship between two strangers, and how small, unexpected gestures – like sharing gum – can help form a lasting relationship regardless of age, race or gender.

Directed by Rattling Stick’s Pete Riski, young Max shows up at the park whenever he can to play checkers with older man Bill, who shares his Extra gum with him. When Bill doesn’t show up, Max finds where he is and visits him with a hug at the home he lives in. Watch the two-minute film below:

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The use and sharing of Extra Gum could have really come off extra cheesy in this video. But it’s a tribute to the creatives and Riski as well as Assembly Room’s Eve Ashwell that it doesn’t. The spot highlights what is so wrong with the country these days.

And what is so right. This is why it’s Reel Chicago’s “Reel Ad of the Week.” Or as we like to say, it’s RAW!

Debuting nationally, ‘Max & Bill’ features a rendition of the song Every Age, recorded by emerging music artist Jacob Banks.

Client: Extra Refreshers

Agency: Energy BBDO
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Pedro Pérez
   Executive Creative Director: Josh Gross
   Creative Director: Manuel Torres
   Creative Director: Alejandro Juli
   Art Director: Elaine Kalvelage
   Copywriter: Cassidy Buzin
   Head of Integrated Production: John Pratt
   Producer: Maddie Gorman
   Executive Art Producer: Liz Miller-Gershfeld
   Executive Director of Music: Daniel Kuypers
   Program Director: Jeremy Hawking
   Client Service Director: Lianne Sinclair
   Global Sr. Account Director: Jamie DeFer
   Account Supervisor: Kristin Grandberry
   Global Strategy Director: Allison Arling-Giorgi

Production Company: Rattling Stick USA
   Director: Pete Riski
   Line Producer: Tessa Mitchell
   Executive Producers: Joe Biggins & Jeff Shupe
   Head of Production: Richard McIntosh

Editorial Company: The Assembly Rooms
   Editor: Eve Ashwell
   Assistant Editor: Kevin Corry
   Producer: Daniel Breheny

Animation/Motion Graphics Company: Cream Electric Art Australia
   Creative Director: Bruce Bigelow
   Producer: Diane Williams

Color/Finish: The Mill
   Colorist: Oisin O’Driscoll
   Post Producer: Matthew Engel
   Finish Artists: Heidi Anderson & Alison Bloom

Audio Company: Another Country
   Sound Engineer: John Binder
   Audio Assistants: Logan Vines & Josh Hunnicutt
   Producer: Louise Rider & Tim Konn

   Vocals/Song: Jacob Banks – ‘Every Age’

Contact Colin Costello at colin@reelchicago.com.