Description
Mars Snacking has launched a new global campaign for its OEFY range, developed with BBDO Chicago. Titled ‘Total Overthink of The Head’, the work sits within the broader ‘Chew Good’ platform, which reframes gum chewing as a simple mental reset for younger audiences. The campaign playfully reimagines Bonnie Tyler’s iconic Total Eclipse of the Heart, tapping into the growing trend of “borrowed nostalgia” among Gen Z consumers.
At its core, the campaign is built on the insight that younger people frequently experience small but relatable moments of overthinking, often amplified by digital life. From second-guessing personal choices to navigating social interactions like being left on read, these everyday anxieties are brought to life through humour and exaggerated scenarios. By pairing these moments with a familiar ‘80s track, the campaign bridges generational gaps while making the emotional experience instantly recognisable and shareable.
As part of a wider 2026 rollout using the PESO model, ‘Total Overthink of The Head’ serves as the paid media engine, supported by online video, social, out-of-home and shopper marketing. The creative leans heavily into meme culture, incorporating widely recognised internet formats to communicate emotion quickly and effectively. In doing so, OEFY positions gum not just as a product, but as a light, accessible way to reset and regain composure in the face of everyday mental spirals.
This professional campaign titled 'Total Overthink of The Head' was published in United States in March, 2026. It was created for the brands: Extra Gum, Mars, and Mars Snacking, by ad agency: BBDO Chicago. This Film medium campaign is related to the Candy, Snacks industry and contains 1 media asset. It was submitted 15 days ago.
Credits
‘Total Overthink of the Head’ Credits
MARS WRIGLEY
Rankin Carroll - Chief Brand Officer
Fabio Ruffet – ECE VP Brands & Content
Ellyse O’Connor - Regional Senior Brand & Content Manager
AGENCY | BBDO CHICAGO
Jennifer Neumann – CEO
Josh Gross – Chief Creative Officer
Daale Carter - Global Chief Client experience officer
Robin Laurens – Executive Creative Director
Jonathan Fussell - Executive Creative Director
Zé Baldin – Creative Director
Gabriel Barrea - Creative Director
Eli Terry - Creative Director
Mike Costello - Creative Director
Peter McCormick - Associate Creative Director
Caitlin Madlinger - Associate Creative Director
Erin Welsh – Director of Creative Services
Lucie Lavrard - Business Director
Larry Gies – Chief Strategy Officer
Landi Day – Chief Strategy Officer
Elizabeth Brown – Group Strategy Director
Livi Carlton – Senior Strategist
Lily McNamara – Executive Producer
Stefeni Tormanen - Sr Producer
Alexandria Aikens - Producer
Courtney Jenkins - Executive Music Producer
Vanessa Vasquez – Business Affairs Manager
Karen Smith – Talent Manager
PARTNERS
PRODUCTION: O POSITIVE
Director: Brian Billow
Executive Producers: Ralph Laucella, Marc Grill
Line Producer: Adriana Cebada Mora
DP: Tobias Schliessler
PD: Jamie Vickers
EDIT: ARCADE
Jeff Ferruzzo - Editor
Sila Soyer - Managing Partner, EP NY & LA
Fanny Cruz - Executive Producer, NY
Andrew Cravotta - Sr. Post Producer
Alexey Novikov - Assistant Editor
COLOR: JAMM
Colorist: Paul Yacono
Color Assist: Aldo Rosati
Color Producer: Emma Beren
VFX: JAMM
VFX Supervisor: Mike Wigart
Comp Lead: Patrick Dirks
Comp Artist: Patrick Ferguson
Comp Artist: Brady Doyle
Comp Artist: Sean Cox
Comp Artist: Caitlin Roth
2D Character Animator: Cecilia Fletcher
Design Artist: Jonathan Ficcadenti
Design Artist: Kasey Amato
DMP Artist: Nathan McKenna
Lead CG Artist: Brian Burke
CG Artist: Ana Blanco
CG Artist: Goran Ognjanovic
CG Artist: Greg Mawicke
CG Artist: Ian Kent
CG Artist: Nico Sanghrajka
CG Artist: Shao Chen
CG Artist: Stefano Giorgetti
CG Artist: Yu Fujii
CG Artist: Elyse Dior
CG Artist: Ben Martin
Lead Animator: Stew Burris
Animator: Taylor Muhoberac Pryor
Animator: Douglas Litos
Producer: Anne-Marie DePauw
Executive Producer: Asher Edwards
MUSIC
Cover/ Parody by: CAYA Music and Sound
Sound Design by: CAYA Music and Sound
Final Mix: CAYA Music and Sound
Ben Einziger: ECD
Kiki Einziger: EP
“Total Eclipse of the Heart”
Written by Jim Steinman
Courtesy of Round Hill Music
Chew Ratings Credits
Client: Mars Wrigley
Brand: OEFY
Project/Campaign Name: Chew Ratings
First Air Date: Saturday 14th February
Client names and Job Titles:
Richard Weisinger, Head of Brand & Content
Matt Mill, Regional Brand Director
Agency: adam&eve\TBWA
Creative: Ant Nelson, Mike Sutherland, Chief Creative Officer
Matt Gay, Executive Creative Director
Ben Stilitz, Colin Booth, Creative Directors
Christian Sewell, Andy McAnaney, Creative Director
Mike Kennedy, Creative Director
Alan Wilson, Diccon Driver, Creative
Production: Jaki-Jo-Hannan, Director of Production
Nicola Applegate, Senior Producer
Planning: Will Grundy, Chief Strategy Officer
Martin Bassot, Strategy Partner
Josh Watson, Strategy Director
Matilda Treloar, Senior Strategist
Chief Executive Officer: Miranda Hipwell
Account Management: Sam Lecouer, Chief Client Officer
Cicely Milsom, Business Director
Merlin Harrowes, Account Director
Grace Antelme, Account Manager
Archie Elson, Account Manager
Becky Kilner, Account Manager
Project Management: Becky Faloju, Senior Project Manager
Legal: Candice Macleod, General Counsel & Head of Sustainability
Tom Campbell, Senior Counsel
Design: Rob Wallis, Studio Manager
Paul Knowles, Head of Design
Carl Warren, Senior Designer
Production Company: Siobhan squire
Photographer: James Day
Master artwork & Supply: Master artwork and supply Marc Dolby, Tony Hutton and Annabel Dela Cruz.
Retouching: Jon Webb, Senior Retouching Artist
Channel Your Inner Goat Credits
Client: Mars Wrigley
Brand: Extra
Project/Campaign Name: Channel your inner goat
First Air Date: 13th March
Client names and Job Titles:
Ellyse O’Connor, Senior B&C Manager
Rieke Fuhrmann, Head of Marketing
Selina Peukert, Regional Social Director
Holly Clarke, Regional Brand PR Director
Lea Heisel, Cluster Brand Manager
Melis Atin, Cluster Media & Digital Lead
Agency: adam&eve\TBWA
Creative:
Judith Tulkens, content creative director
Jessica Morris, creative
Helen Balls, creative
Sarah Schotte, Creative
Ben Stilitz, Creative Director
Colin Booth, Creative Director
Matt Gay, Executive Creative Director
Ant Nelson, Chief Creative Officer
Mike Sutherland, Chief Creative Officer
Director:
Judith Tulkens, director
Production:
Brittany Littlewood, Integrated Producer
Nick Godden, Director of Production
Planning:
Josh Watson, Planning Director
Martin Bassot, Strategy Partner
Nick Hirst, Global Strategy Lead
Chief Executive Officer:
Miranda Hipwell, Chief Executive Officer
Account Management:
Sam Lecoeur, Chief Client Officer
Alice Shedden, Account Director
Jade Fonteneau, Account Director
Archie Elson, Account Manager
Cicely Milsom, Business Director
Tej Shah, Business Director
Georgia Roca, Business Director
Project Management:
Becky Faloju, Senior Project Manager
Andrea Kenyon, Project Director
Legal:
Tom Campbell, senior legal counsel
Business affairs:
Dolores King, deputy Head of Business Affairs
Design:
Sam Harris, Designer
Paul Knowles, Head of Design
Live Production Company: Vivid Broadcast
Liz Flores, Line Producer
Stephan Montgomery, Production Manager
Anke Lueddecke, Gallery Producer
Anne Bley, Assistant Producer (Moderator)
Sebastian Pops, Directo/Vision Mixer
Dan Studley, Broadcast Engineer
Anja Hillesheim, Floor Manager
Simeon Geyer, DOP
Alex Heil, Camera Operator
Nikolas Treiber, Camera Operator
Matt Ingram, Sound Mixer
Benjamin Koehn, Sound Assistant
Kieron Garlic, Streaming Engineer
Pablo Knappe Rodriguez, Social Moderator
Jan Heinrichs, Production Assistant
Chris Gordon, Driver/Rigger
Production Company: Omnicom Production
Nick Ferguson, Executive Producer
Nazneen Read, Executive Producer
Tavie Agama, Producer
Service company: Storytailors
Bastien Fischer, Local Producer
Stephanie Massart-Weit, Project Manager
Editing company: Omnicom Production
Daniel Grasskamp, Editor
Sinah Keller, Editor
Colourist (if applicable):
Daniel Grasskamp, Colourist
Soundtrack name:
Music:
Audio postproduction: No. 8
James Everett, Sound Engineer
