It’s not often a commercial for gum goes viral and makes a twenty-three year old man get teary eyed. Well, it happened today when I stumbled across this superb, beautifully shot minute long commercial created by Extra. It follows a father-daughter relationship from childhood to adulthood, and showcases the highs and lows of this evolution.
The combination of heartfelt content, superb sound editing, visually pleasing cinematography, and smooth editing makes this commercial a must see for everyone. These skills can be learned by enrolling in the Digital Media program at FIDM/Fashion Institute of Design & Merchandising. In my opinion, creative directors, advertisers, and even some filmmakers forget to embrace the reality of their products and instead, spend millions of dollars on an artificial version that is bolder, louder, and in your face. In the real world, it’s the consumer who makes meaning out of the products, not the other way around. We make an emotional connection with some products and Extra did a great job of showing just one of these small examples. I hope that the next generation of advertisers and creative directors start chasing reality, instead of trying to create their own.
The opening shot is the father and daughter sitting on a train sharing some Extra gum. After a bit of origami magic, the father displays a beautiful bird in the palm of his hand that was created using the gum’s wrapper. Immediately, the sound composer sets the tone with a slow paced piano ballad that plays throughout the duration of the piece. We then follow the relationship through various scenes such as her birthday, a baseball game, a day at the beach, her first boyfriend, her first breakup, and finally, her moving out of the parent’s house. When the father is helping his daughter move, he accidentally drops a box and dozens of little origami birds, that he had made throughout her life, go everywhere. This plays off their theme of “Sometimes the little things last the longest. Give extra, get extra.”