Extra։ Total Overthink of the Head

9.0

Media Type:

TV TV

Brand

brand

Agency

agency

Country:

USA

Industry:

Confectionery, Snacks

OEFY®, the Mars-owned brand which includes Orbit, Extra, Freedent, and Yida, has launched its latest global creative campaign, "Total Overthink of The Head". The new campaign is the next phase of Mars Snacking’s "Chew Good" platform, a long-term strategy designed to recruit new audiences by reframing gum chewing as a mental reset ritual.

Credits

Advertising Agency:

BBDO Chicago

CEO:

Jennifer Neumann

Chief Creative Officer:

Josh Gross

Global Chief Client Experience Officer:

Daale Carter

Executive Creative Directors:

Robin Laurens, Jonathan Fussell

Creative Directors:

Zé Baldin, Gabriel Barrea, Eli Terry, Mike Costello

Associate Creative Directors:

Peter McCormick, Caitlin Madlinger

Director of Creative Services:

Erin Welsh

Business Director:

Lucie Lavrard

Chief Strategy Officers:

Larry Gies, Landi Day

Date:

March, 2026