Can’t Help but Cry

Let me tell you my little confession.

This commercial probably is my first gum commercial that I shed a tear while I was watching it.

Please have your tissues be ready, before you watch the commercial.

Extra is the couple’s catalyst. Their long story of relationship stays strong through the catalyst. The storytelling of this commercial didn’t only made me cry, but also other audiences. Even it made Forbes sent its bravos to ExtraGum, while the company shed its tears.

I wondered why this old “boy meets girl” story once again gave me a heart thump. Was it the storyline? Or was it the music? Or both? This non-dialogue commercial only plays Haley Reinhart’s version of Can’t help Falling in Love, and the emotions intensifies as the story gradually hikes up to the ending. Instead of the original Elvis Presley’s version, Reinhart’s simple but prelude-like melody makes viewers to concentrate to the romantic two. And I found myself crying as Reignhart sings the last chorus, hitting the climax, and when Juan shows the ring to Sarah. Because the role of its music was so powerful, there are so many viewers checked out the song once again on YouTube after they watched the commercial.

Everything this gum does is to bring a minty spark in between small special moments for the couple. ExtraGum connects to viewers, suggesting the same special catalyst to them. It establishes relationships, it rebuilds new meanings, it mends the broken gaps, and it reunites viewers to their romance and reminiscence. And that is the power of symbol in storytelling. Energy BBDO executive creative director Andrés Ordoñéz tells Adweek: “[It] is not about a specific relationship, but about all moments of connection. This time we chose to focus on a love story. The chemistry between our lead actors was so good, people were tearing up on set during the first scene on day one. We knew we had a beautiful story to share.”

Who would think they would cry from watching a gum commercial?