Description
EXTRA® Gum is debuting 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 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 19, reaching fans during one of the sport's most captivating moments.
This professional campaign titled 'Chew into It' was published in United States in July, 2026. It was created for the brand: Extra Gum, by ad agency: BBDO Chicago. This Film medium campaign is related to the Candy, Snacks industry and contains 1 media asset. It was submitted 2 minutes ago.
