By: Lauren Smith
The Extra Gum commercial that debuted on October 8th will definitely tug at your heart strings, exemplifying how recent companies have been using pathos to advertise, especially in markets where companies are so similar in terms of product. Extra Gum beautifully uses pathos, a quality of something that evokes sadness, and also refreshingly renews our interest in their product and company being that it may at times get submerged within the deep midsts of the wrapped gum industry. The Extra Gum commercial personally has made me cry now three times (I know, I know) and the reasons lie behind a few key things: the emotions it brings out whether that of nostalgia or deep love, the sweet and simple plot, the music, and the memorability of it.
These types of advertisements come along all too rarely, but when they do, they quickly spread like wild fire through out social media sites. The commercial titled "The Story of Sarah and Juan" has been shared via Facebook now with 46 million views, and also popularly through word of mouth at how truly heart warming this commercial is. Never before would I have thought a gum commercial could make me shed tears until now. It's such a breath of fresh air in the marketing world when things evoke such powerful responses from humans because nowadays most advertisements are emotionless, dry, and just feature a few key terms or phrases and a picture of the product to try and lure us into purchasing. Instead, Extra Gum took on their own spin and decided to clench out some tears from their audience and target market in order to get a different kind of product/company recognition. Advertisements have become more than just "selling a product", it's about connecting with your audience and relating to them.
I found myself emotionally connected to this ad because of its beautiful love story I could relate to and take in, and the sorrowed out love song that carries us through it (Haley Reinhart's take on "Can't Help Falling In Love"). I felt a sense of nostalgia because you can't help but think back to that first love of yours when watching this commercial (or at least that's what was triggered when I watched it) you think about that first kiss as teens and prom and the silly forgotten memories in between... The Extra Gum ad starts by introducing two young people and showing without words how they connect and blossom; their first kiss, attending prom, and slowing growing up together by having silly fights and still staying in love, all tied to be emotionally concluded by "Sarah" going to a quaint art gallery and seeing all of their memories drawn out on the backs of the Extra Gum wrappers. What's the dramatic conclusion you ask?! Well duh, he proposes to her as carefully doodled and inscribed on the last wrapper. "The reason that this commercial is so amazing is not just because it is a touching story, but how seamlessly the product is placed as the entire backbone. Extra Gum is the first memory they shared, it’s how the resolve their fights, it is a pure sense of nostalgia that lets them see how special their relationship is" (www.cinemablend.com, Catarina Cowden).
The simpleness of the ad (no words) and the beautiful song helped intrigue me and capture me even more, in the span of three short minutes, you wondered what was going to happen next with the two love birds and how it all would tie together in a big lovely bow. Even Huffington Post chimed in on the chatter about the advertisement saying how "There's just something about this gum commercial that is really sticking. Perhaps it's Reinhart's sultry cover, the compressed journey of falling in love..."The Story of Sarah & Juan" tells us that that tingly feeling of love has the power to touch many, even if for just three minutes." (Kimberley Richards, Huffington Post). I couldn't agree more.
Extra Gum has given other renditions of sappy, emotional, pathos wrung commercials before, and I can honestly say their name has forever since stuck in my head. I've told my friends, shared the link on Facebook, and even talked it up on Twitter, and I think that was exactly what their goal and aim was; to hit the hearts of many and spread their name far and wide like a big gum bubble that explodes over your face. Bravo, Extra Gum, bravo.
Cowden, Catarina. "The Brand New Extra Gum Commercial Will Make You Cry." CINEMABLEND.
Cinemablend.com, 9 Oct. 2015. Web. 16 Oct. 2015.
"Extra Gum Commercial 2015 - The Story of Sarah & Juan." YouTube. YouTube, 8 Oct. 2015. Web. 16 Oct.
2015.
These types of advertisements come along all too rarely, but when they do, they quickly spread like wild fire through out social media sites. The commercial titled "The Story of Sarah and Juan" has been shared via Facebook now with 46 million views, and also popularly through word of mouth at how truly heart warming this commercial is. Never before would I have thought a gum commercial could make me shed tears until now. It's such a breath of fresh air in the marketing world when things evoke such powerful responses from humans because nowadays most advertisements are emotionless, dry, and just feature a few key terms or phrases and a picture of the product to try and lure us into purchasing. Instead, Extra Gum took on their own spin and decided to clench out some tears from their audience and target market in order to get a different kind of product/company recognition. Advertisements have become more than just "selling a product", it's about connecting with your audience and relating to them.
I found myself emotionally connected to this ad because of its beautiful love story I could relate to and take in, and the sorrowed out love song that carries us through it (Haley Reinhart's take on "Can't Help Falling In Love"). I felt a sense of nostalgia because you can't help but think back to that first love of yours when watching this commercial (or at least that's what was triggered when I watched it) you think about that first kiss as teens and prom and the silly forgotten memories in between... The Extra Gum ad starts by introducing two young people and showing without words how they connect and blossom; their first kiss, attending prom, and slowing growing up together by having silly fights and still staying in love, all tied to be emotionally concluded by "Sarah" going to a quaint art gallery and seeing all of their memories drawn out on the backs of the Extra Gum wrappers. What's the dramatic conclusion you ask?! Well duh, he proposes to her as carefully doodled and inscribed on the last wrapper. "The reason that this commercial is so amazing is not just because it is a touching story, but how seamlessly the product is placed as the entire backbone. Extra Gum is the first memory they shared, it’s how the resolve their fights, it is a pure sense of nostalgia that lets them see how special their relationship is" (www.cinemablend.com, Catarina Cowden).
The simpleness of the ad (no words) and the beautiful song helped intrigue me and capture me even more, in the span of three short minutes, you wondered what was going to happen next with the two love birds and how it all would tie together in a big lovely bow. Even Huffington Post chimed in on the chatter about the advertisement saying how "There's just something about this gum commercial that is really sticking. Perhaps it's Reinhart's sultry cover, the compressed journey of falling in love..."The Story of Sarah & Juan" tells us that that tingly feeling of love has the power to touch many, even if for just three minutes." (Kimberley Richards, Huffington Post). I couldn't agree more.
Extra Gum has given other renditions of sappy, emotional, pathos wrung commercials before, and I can honestly say their name has forever since stuck in my head. I've told my friends, shared the link on Facebook, and even talked it up on Twitter, and I think that was exactly what their goal and aim was; to hit the hearts of many and spread their name far and wide like a big gum bubble that explodes over your face. Bravo, Extra Gum, bravo.
Works Cited:
Richards, Kimberely. "Watch The Extra Gum Ad That Is Bringing Everyone To Tears." Huffington Post. The Huffington Post, 13 Oct. 2015. Web. 16 Oct. 2015.Cowden, Catarina. "The Brand New Extra Gum Commercial Will Make You Cry." CINEMABLEND.
Cinemablend.com, 9 Oct. 2015. Web. 16 Oct. 2015.
"Extra Gum Commercial 2015 - The Story of Sarah & Juan." YouTube. YouTube, 8 Oct. 2015. Web. 16 Oct.
2015.
I absolutely love this commercial and could watch it over and over again because of the very reasons that you explained. It's crazy that products can get so much attention just because of one simple ad or commercial. Had they chosen a less heart-touching, less relatable route, maybe they wouldn't have gained more attention and sales from customers. How advertising works is very interesting to me and I think the Extra Gum commercial shows that your commercial really doesn't have to have anything to do with your product in order to get the point across.
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