Ordoñez: Desde el principio hemos tratado de crear un anuncio adicional que hable de las conexiones
Bubble gum seems to be the less romantic product in the world, but with a good story it can be as sticky as loving. This was evidenced by Energy BBDO agency with the {Sarah & Juan;www.produ.com/publicidad/videos/index.html?Noti=10068} spot for the Wrigley Extra brand. Andrés Ordoñez VP executive and creative director talked to PRODU about this spot and emphasized it wasnt about a relationship but about moments of connection. “We were looking for ways for the product to play a central role in the story, but in a very credible and authentic way. Here the Extra gum wrapper is a conductor between two people -connections are made when you exchange that wrapper.” The spot features a love story between Sarah & Juan, two youngsters that meet in college and seal their first encounter with a bubble gum. “Since the beginning we sought to create an Extra ad about connections. Give Extra, get extra is a big, brand-defining, idea. The platform lends itself to any number of great stories and experiences. Its the little connections that make up our relationships in life, and sharing a piece of Extra gum can be a part of those moments” he said. For Ordoñez, emotional storytelling, is a very powerful brand tool. “Connecting with audiences on a deeper level is one of the best ways to make sure your message cuts through the clutter. Its not easy to do, but when you do it well, it can really make an impact on the business.”
