![]() It’s a nice, sweet, sentimental commercial. The ad closes with a voiceover saying “sometimes the little things last the longest.” Overall, the spot has a similar message (though a less beautiful execution) to Vodafone’s ad from earlier this year. If that was a reference to the thousand paper cranes legend, it’s a great one. ![]() Finally, the parents are packing the car to send her off to college, when the father drops a box…and then finds that it’s full of paper cranes. Time marches on, and the birds become something of a collector’s item for the girl as she grows up. The spot starts with a father teaching his young daughter how to make a paper crane with his gum wrapper, and she starts making her own. So Extra falls on its classic identity of a long-lasting gum in an unexpected way. Gum might not be the most exciting item, and its sales have been falling in recent years. This is very apparent in a new commercial from Extra Gum, created by Energy BBDO Chicago. If an advertisement can assign a sentimental value to something that is typically thought of as practical, it’s a great strategic advantage. Spread the wings and feet of the crane out so that it sits nicely on your work surface!Īnd you've done it! Make a few more for practice, until you can make very clean and precise folds.Appealing to emotions is a crucial part of advertising, and this can be especially true in more “boring” categories.On the head of the crane, reach in and pull out the smaller "beak" flap, pinching at the fold to keep it in place as well.Reach into the other side and pull out the other flap, once again using your thumb to pinch the base of the crane to keep the flap in place.Pull out one of the flaps you just folded up, and use your thumbs to pinch at the base of the crane to keep it in place. Now hold your paper at the very base, and reach into the side (between the front and back).Be sure to crease those bottom flaps you folded up right in the middle when the "pages" get turned. Go ahead and turn one of the side flaps to the other side, like turning pages on a book (honestly the best analogy for this motion).This fold determines how long your crane's beak will be. On the flap you just folded to the top, on only one side of the paper take the top bit of the flap, fold it back down towards the bottom of the paper.Flip your paper over to the other side and, you guessed it, repeat step 6!.Carefree has foil wrappers, but has smooth edges rather than the serrated ones found on Wrigley's. The new '5' gum is also wrapped in foil and comes in various colors, but the gum is more expensive. These are all Wrigley's and are sold world wide. Take the base of your claw, and fold one of the bottom flaps straight up, such that the bottom point is now at the same level as the tips of the claws. I would imagine that you have Extra, Juicy Fruit, and Doublemint.Your paper should now look a bit like a lobster claw! Flip your paper over, and turn one of the flaps (on the side that has three) to the other side, similar to turning pages on a book.is at a baseball game with the father where the same gum wrapper origami ritual. ![]() This means that there will be three flaps on one side of the paper, and only on on the other. Extra Spearmint gum trades on a pathos appeal with its recent commercial. ![]()
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