Description
5 gum is rebooting its iconic "Stimulate Your Senses" campaign for a new generation with Overstimulate Your Senses — a bold, brain-bending creative platform built for today's hyper-digital teens.
Developed by BBDO, the campaign delivers surreal, overstimulating content that mirrors the gum's intense flavor. It kicks off with four hero films featuring fan-favorite flavors – Cobalt, Prism, Rain, and Ascent – directed by Jay & Jin, known for their mind-warping 2D/3D visuals.
Launching now via paid media, Cobalt and Prism lead the charge, with Rain and Ascent to follow in June. The content will hit TikTok, Instagram, Snapchat, and major streaming platforms including Netflix, YouTube Select, and Disney.
It's a sensory overload that revives the daring spirit of 5 Gum — and it's just getting started.
This professional campaign titled 'Overstimulate Your Senses' was published in Multinational Worldwide in May, 2025. It was created for the brands: 5 Gum and Mars, by ad agency: BBDO. This Film medium campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted about 1 month ago.
Credits
Brand: Mars Wrigley's 5 gum
Chief Brand Content & Media Officer: Rankin Carroll
VP of Brand & Content, North America: Ashley Gill
Director, Brand & Content: Adriana Madiedo
Chief Marketing Officer North America: Gabrielle Wesley
VP, Brand Marketing: Maria Urista
Brand Manager: Viditi Shah
Head of Digital Content & Social Media Studio: Michael Kelly
Senior Director, Media: Ray Amati
Senior Manager, Media: Samantha Sramowicz
Manager, Brand PR: Erin DeAngelo
Creative Agency: BBDO
Account Management
Daale Carter, Managing Director
Katie Clow, Global Client Lead
Lucie Lavrard, Business Director
Antoinette Weedor, Account Supervisor
Audrey Thames, Project Manager
Strategy
Julia Hodson, Strategy Director
Chelsea Henricks, Social Strategy Director
Creative
Josh Gross, Chief Creative Officer
Ze Baldin, Creative Director
Gabriel Barrea, Creative Director
Peter McCormick, Senior Copywriter
Omnicom Production
Jeff Davis, Executive Producer
Anthony Grossman, Senior Producer
Creative Studio: Hornet
Director: Jay Asavabenya & Jin Jindawitchu
Executive Producer: Jo Arghiris
Senior Producer: Greg Behrens
Producers: Kaewkalaya Emphandhu, Ravikan Tatiyasuk
