Appealing to emotions is a crucial part of advertising, and this can be especially true in more “boring” categories. If an advertisement can assign a sentimental value to something that is typically thought of as practical, it’s a great strategic advantage. I haven’t felt a feeling about a commercial for a while. But when I saw this new, emotionally manipulative Extra gum commercial, something in my tear ducts stirred, and somehow, a single droplet rolled down my cheek. You think I’m exaggerating. See for yourself and experience all the feels.
Featuring a pair of cute ambitious youths and Haley Reinhart covering an Elvis song as only Haley Reinhart can, “The Story of Sarah and Juan” follows the aforementioned dental compatible couple as they meet. They go to prom, do the long-distance thing, and ultimately get engaged in an art gallery whose walls are lined with tiny pen drawings Juan did! On all of the gum wrappers he had saved all throughout the years!
While more conventional than its predecessor, “Sarah & Juan” packs a significant punch, straight to the heart. The next time I am shopping for gum, Extra it is!
It is amazing how marketers can pull at our heart-strings like that. I’m sold!
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