BBDO Chicago rolls out this“Total Overthink of the Head” campaign for Mars’ chewing gums Orbit, Extra, Freedent and Yida. The campaign is anchored in this film spoofing Bonnie Tyler’s hit song “Total Eclipse of the Heart.” Directed by Brian Billow of O Positive, the piece speaks directly to younger audiences and is rooted in the behavioral insight that Gen Z and young adults are increasingly caught in cycles of overthinking, amplified by pressures from school and online life.
The film depicts the newest generation of chewers spiraling through everyday situations, from classroom stress to obsessing over their crush and overthinking a text. ”Total Overthink of the Head’ moves beyond traditional product messaging to engage new audiences through cultural moments, leaning into a love of music and nostalgia to position gum chewing as a ritual that helps manage moments of mental spiral.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2026-04-09)
Credits
Client Mars Brands Orbit, Extra, Freedent and Yida (OEFY) chewing gums Agency BBDO Chicago Jennifer Neumann, CEO; Josh Gross, chief creative officer; Daale Carter, global chief client experience officer; Robin Laurens, Jonathan Fussell, executive creative directors; Ze Baldin, Gabriel Barrea, Eli Terry, Mike Costello, creative directors; Peter McCormick, Caitlin Madlinger, associate creative directors; Erin Welsh, director of creative services, Larry Gies, Landi Day, chief strategy officers; Elizabeth Brown, group strategy director; Livi Carlton, sr. strategist; Lily McNamara, executive producer; Stefeni Tormanen, sr. producer; Alexandra Aikens, producer; Courtney Jenkins, executive music producer. Production O Positive Brian Billow, director; Ralph Laucella, Marc Grill, exec producers; Adriana Cebada Mora, line producer; Tobias Schliessler, DP; Jamie Vickers, production designer. Editorial Arcade Jeff Ferruzzo, editor; Sila Soyer, managing partner, exec producer, NY & LA; Fanny Cruz, exec producer, NY; Andrew Cravotta, sr. post producer; Alexey Novikov, assistant editor. Color JAMM Paul Yacono, colorist; Aldo Rosati, color assist; Emma Beren, color producer. VFX JAMM Mike Wigart, VFX supervisor; Patrick Dirks, comp lead; Patrick Ferguson ,Brady Doyle, Sean Cos, Caitlin Roth, comp artists; Cecilia Fletcher, 2D character animator; Jonathan Ficcadenti, Kasey Amato, design artists; Nathan McKenna, DMP artist; Brian Burke, lead CG artist; Ana Blanco, Goran Ognjanovic, Greg Mawicke, Ian Kent, Nico Sanghrajka, Shao Chen, Stefano Giorgetti, Yu Fujii, Elyse Dior, Ben Martin, CG artists; Stew Burris, lead animator; Taylor Muhoberac Pryor, Douglas Litos, animators; Anne-Marie DePauw, producer; Asher Edwards, exec producer. Music & Sound CAYA Music and Sound, cover parody, sound design and final mix; Ben Einziger, executive creative director; Kiki Einziger, exec producer. Song: “Total Eclipse of the Heart,” written by Jim Steinman, courtesy of Round Hill Music.
Californian lighting company Gantri has launched its wireless collection, aiming to transform people’s experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative agency newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of 10 lamps marks an achievement in both aesthetic and technical design.
Produced by production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects us all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection’s charisma and energy.
“The launch film is meant to capture a sense of wonder and community,” said Ukoh. “We wanted to create a vibrant film, fueled by the spontaneity of jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way.”
Matthew Donne, co-founder and creative director of newkid, added, “This is our first collaboration with Gantri, and at the center of our creative strategy is the dual meaning in the campaign platform ‘Light that moves you.’ Exploring the power of light in motion and the emotion of light, and how we could relay that through moving and still images. We loved working with Gantri, Fela, and William to introduce... Read More
Type above and press Enter to search. Press Esc to cancel.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
