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9 October 2015

An emotional approach ups the ante

by Jason Stone


Wrigley's Extra: “Sarah & Juan” - 2 mins

It takes a lot of bottle to imbue a commercial with this much sentimentality and - if you're going to do it - it's best to commit fully. Rattling Stick's Pete Riski has done exactly that in this ad for Wrigley's Extra and the result is absolutely lovely.

The famous scene in the film Up! recapping Carl and Ellie's marriage set a high bar for sequences of this kind and it looks to us as though the authors of this film had it in mind when creating this tableau. It isn't as all encompassing as the 2'52" sequence in the Pixar film and obviously doesn't match its emotional clout but many viewers may find themselves wiping away a tear or two as they witness the unfolding love affair.

It is - of course - one of those ideas that could have been used for any number of different brands (and those baffled by the appeal of chewing gum may find themselves wishing it was for any other brand!) but it connects with Wrigley's and represents a massive step up in their advertising.


Film Production: Rattling Stick Ⓟ Ⓦ
Director: Pete Riski Ⓟ Ⓦ
Producer: Tess Mitchell
Cinematographer: Jean-NoŽl Mustonen Ⓦ (Vision Ⓟ Ⓦ)
Editor: Eve Ashwell ♀ Ⓟ Ⓦ (The Assembly Rooms Ⓟ Ⓦ)

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.