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24 April 2019

It's not the winning that counts.

by Andrew MacGregor

Wrigley's Extra: “Max and Bill” - 2 mins 05s

Further proof that Wrigley aim for the heart as much as the mouth comes via this affecting piece of work from Energy BBDO and director Pete Riski. Resolutely old-school in its premise, the ad focuses on two draughts players, Max and Bill, as their cross-generational friendship grows one counter at a time.

The arc of the characters' first meeting to mutual companionship and dependency might be obvious, but the bond never feels forced. As the pair trade blows on the draughts board (and pieces of the advertised gum, of course), the ad's message of camaraderie lands without drowning in schmaltz.

Film Production: Rattling Stick Ⓟ Ⓦ
Director: Pete Riski Ⓟ Ⓦ
Producer: Tess Mitchell
Head of Production: Richard McIntosh
Executive Producer: Joe Biggins / Jeff Shupe
Editor: Eve Ashwell ♀ Ⓟ Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
Offline Producer: Daniel Breheny
Colourist: Oisin O'Driscoll @ The Mill Ⓟ Ⓦ
Music: Every Age - Jacob Banks

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