WSF director Jakob Ström helmed the COVID-19-aware ad for EXTRA Gum, “New Friend Request,” spotlighting examples of the ‘friend request’ between sisters staying home. Shot locally near where Jakob resides in Sweden, where the pandemic has been impressively contained, the ad features two actual sisters to enhance the mutual on-camera chemistry.
Where a scrolling screen may preoccupy the hours of one sibling, the other won’t let her efforts to hang out deter her that easily. Swiping her gum, she drafts her own “friend request” on a wrapper, sparking a small moment with big impact at a time when most friends sit on the other side of a video chat or phone call.
Watch the spot HERE.