Extra Gum

Jul 2026

In the latest campaign for Extra Gum, titled Extra Time, the brand leans into a clever fusion of period-piece aesthetics and modern humor to breathe new life into the CPG and packaged food category. The narrative transports viewers to a muddy, industrial-era soccer pitch, where a group of athletes clad in authentic 1920s-style kits finds themselves caught in an endless, gridlocked debate on the field. The central protagonist, sporting a classic cap and mustache, breaks the tension with a pack of Extra gum, effectively using a refreshing interruption to navigate the absurdity of the moment. Executed with a sophisticated cinematic approach, the project utilizes high-end live-action technique to ground the vintage attire against a gritty, brick-laden backdrop. This stylistic choice creates a striking visual contrast, further enhanced by a desaturated color grade that emphasizes the historical tone while remaining firmly rooted in contemporary advertising tropes. Creative direction from the team at BBDO Chicago shines through the whimsical inclusion of a green animated mascot, which interacts seamlessly with the scoreboard through precise VFX and visual effects. By marrying lifestyle storytelling with humorous beats, the campaign revitalizes the brand identity, proving that even a century-old sports dispute can be resolved with the simple, refreshing offer of a piece of gum, ultimately cementing the spot as a masterclass in playful, high-concept beverage and food marketing.

Humorous, Lifestyle, Cinematic

Live-action Technique, VFX / visual effects

CPG / Packaged Food, Food & Beverage