What is it about the new Wrigley’s Extra advert that has captured the post-lockdown ‘moment’?
Like a truly great pop song, a TV spot can really capture the mood and mean something far more than a boost in sales
13 May 2021 • 6:22pm
Advertising has, at best, 30 seconds to thwack us between the eyes with soft, cultural hammers and try to strike a chord: “Look at this. Know what we mean? Of course you do. Now buy our stuff.” And this can cost a company millions because when an advert gets it right, it can own something far bigger than a mere boost in sales. It can own a ‘moment’. Like a truly great pop song, an advert can – very rarely – capture something perfectly.