After a decade of sci-fi commercials, 5 Gum was becoming forgettable. To appeal to teens again, we launched Life Happens in 5, based on the idea that the 5 seconds before you do something is scarier than actually doing it. We launched with 5 global TV spots that highlight what teens aspire to do every day--live a little.

2 Silver EPICA Awards // 2 Bronze Effies // 2 Silver ADDYs // Lürzer’s Archive // AdAge

Global commercial for 5gum about those final seconds of choice. Director: Norman Bates Production Company: Stink US Executive producer: Jeff Baron Producer: Natalie Jacobson DOP: Dimitri Karakatsanis Agency: Energy BBDO Chicago Agency producer: John Pratt Creatives: Andrez Ordonez, Josh Gross, Pedro Perez, Jeff Cena, Hope Nardini Editors: Jay Nelson & Maarten Verlinden Colorist: Peter Bernaers Sound design: Yves De Mey

The kiss is the fun part. But the excitement, the nerves, the butterflies are in the five seconds before. How will you Face #Your5?

While the performance is exhilarating, it's the five seconds before you take the stage when your blood flows at a different pace and your senses are most heightened. How will you Face #Your5?

When your friends all jump in and you feel the goose bumps rise, do you stand on the sidelines or dive in headfirst? 1, 2, 3, 4... how will you Face #Your5?

Your heart races. Your palms sweat. The most nerve-racking part of sneaking out is the five seconds before. How will you Face #Your5?

Don't just wonder "what if?" It's now or never. Embrace the thrill. 1, 2, 3, 4... how will you Face #Your5?

From public acts of karaoke to impromptu stage diving, our print ads featured activities and actions that would make anyone's heart race--all happening within the 5 Gum logo or pack. 

 
 

And as teens started to weigh in with their own moments of 5, we highlighted them on a brand new product site: 5gum.com.