Energy BBDO, 5 Gum teach teens to live with no regrets


5 gum gets real and raw with new campaign

The moving stories
of five elderly people
come to life
in a powerful new
5 Gum campaign
that broke yesterday.

A series of digital videos by Energy BBDO for 5 Gum intends to motivate teens to live life to the fullest. Documenting a group of seniors who reveal one specific regret that has shaped their lives, the work’s implied lesson teaches kids to say “yes” when they encounter situations that prompted the adults to say, “no.”

A recent study conducted by 5 Gum found that 97% of teens and seniors have at least one regret that has shaped their lives thus far, and have an average of 16 specific regrets.

Titled, No Regrets, this new digital campaign is an innovative, content-led initiative that showcases the very real, raw, and emotional tales of caution.

Directed by German Mairen, Marcos Mijan, Ross Bolidai, Daniel Ryan from Energy’s in-house production hub Flare Studio, the new creative takes the brand’s well-known “Life Happens” tagline in five platforms and flips the script.



“We wanted to express the meaning behind Life Happens in 5 in a new way,” Energy BBDO Chief Creative Officer Andrés Ordóñez told Reel Chicago. “The platform focuses on those five exhilarating seconds before you decide to do something. No Regrets looks at what happens if you choose not to do something, working with real senior citizens, with real regrets, to inspire the next generation to say ‘yes.’”

The brand shared the stories with teens and young adults to inspire them to take action, and asked participants to send back their stories in return.

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Here, Stanford is a passionate African American swimmer who chose not to join the high school swim team because of racial peer pressure.



Emily is a woman from Chicago whose biggest regret is choosing not to skydive with her husband.



Guillermo is a Spanish actor who let the love of his life get away.



Lin, who is from Shandong, China, regrets that she never traveled outside of her home country.



The digital-only campaign will be supported by a fully integrated marketing effort, with additional initiatives planned for the summer and was created by Mars Wrigley Confectionery’s longtime creative agency partner Energy BBDO.

Client: 5 Gum

Agency: Energy BBDO
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Josh Gross
   Executive Creative Director: Pedro Pérez
   Creative Director/Art Director: Fernando Passos
   Creative Director/Copywriter: Dan McCormack
   Art Director: Chris Cavalieri, Tyler Bartley
   Copywriter: Alejandro Peré, Tori Probert
   Lead Designer: Hung Vinh
   Designer: Jaehyuk Choi, Erin Knott

Head of Production: John Pratt
   Executive Director of Content & Delivery: Brian Cooper
   Senior Producer: Shobin Mathew
   Director of Music: Daniel Kuypers
   Associate Music Producer: Nick Maker

Managing Director: Jeff Adkins
   Client Service Director: Lianne Sinclair
   Global Account Director: Jamie DeFer
   Account Supervisor: Layne Steele Paddon
   Account Executive: Kristen Miller
   Group Planning Director: Elke Anderle
   Global Strategy Director: Allison Arling-Giorgi

Production Company: Flare Studio / Flare
   Director: German Mairen, Marcos Mijan, Ross Bolidai, Daniel Ryan
   Executive Producer: Mitch Monzon
   Senior Post Producer: Jenny McDonald
   Post Producer: Samantha Vaupel
   Managing Editor: Casey Cobler
   Junior Editor: Austin Andries
   Editor: Sean Berringer
   Audio: Katy Mindeman
   Color: Fred Keller

Contact Colin Costello at or follow him on Twitter @colincostello10.