Big Jet Plane | Extra Gum Commercial - ID# 58

Glenbrook South

Division: A

Commercial

Entry Description

Extra Gum commercial about a kid handling the adult-like responsibilities around a household in order to aid an ill mother.

Recent Teacher Comments

• 4/18 4:18 pm - The camera work, lighting, and editing and are fantastic! The song choice worked well. The storyline didn't make much sense to me. It seemed like the only reason he went to the store was to get Extra gum to make an airplane? A little more definitive content showing the takeover of adult-like responsibilities would have helped explain the story.
• 3/11 10:51 am - I appreciate the premise of this ad and its polished cinematography. Your description of this ad indicates the boy is "handling the adult-like responsibilities around a household," and I am wondering how you might have emphasized this point more profoundly. Could you have shortened your shots in order to provide additional shots of the boy performing household chores not usually expected of a child? These shots could illustrate the varied sacrifices the boy makes to support his family as well as his mom. These short scenes could make your message more powerful because it would show the different kinds of support he provides his mother, including the powerful emotional support that comes through something as simple as a pack of this particular type of gum.
• 2/28 12:55 pm - I am also always impressed when a submission in the commercial category is either 30 or 60 seconds long. Good Job
• 2/28 12:49 pm - Sweet story, great emotional appeal, especially at the end when it comes all together but it was hard to figure it out what it was a commercial for at first, especially since there was what appeared to be an obvious shot for North Face. I didn't know what it was a commercial for because the product didn't play a dominant part really anywhere in the video, for example seeing him chew gum while writing something might have peeked your audiences curiosity more to see what he was writing and what he was writing on. I would have loved some more intentional scenes to show the son is picking up the slack for mom at home (cleaning, dishes, laundry, etc) I know you had the laundry scene but it looked more like he was grabbing his jeans for the day. His kindness and sympathy would have been more obvious and sweet at the end. Music was a good fit Good variety of camera shots, I never felt visually bored. Text at beginning and end a little small and therefore easy to miss. Great idea, I enjoyed watching it,

Judge 1

Positives: 1. Great emotional, visual storytelling. Very easy to keep up with the story. 2. Great music choice, upbeat but appropriate for the context of the commercial.

Improvements: 1. I would have liked to see more vignettes within the storytelling. More little moments of the son on his day. 2. I would have liked the lighting to be a bit more bright when the son is shopping and maybe darker when home, and then when he sends the plane, the room could get brighter and warmer, matching the emotion.

Judge 2

Positives: Very nice. The use of allegory works well here, and the story idea is heartfelt. Beautiful, sentimental track that works well.

Improvements: It was hard to tell immediately that the kid was caring for the household, as noted in the entry info. It looks more like he's caring for himself. This could have been more obvious if he was making breakfast for a younger sibling, vs. making a paper airplane. It might make a little more sense at the end of the spot, if you could say that Extra Gum is donating $1 to cancer research with each purchase. Something to create some reason for Extra Gum to make a spot about cancer.

Judge 3

Positives: very cool concept//storyline. Music felt right. nice progression of the story...it all makes sense at the end. VERY NICE final screen animation/stop motion/however you did that. It honestly made me wonder if you'd pulled that from an actual commercial (??) Love that you had a little tagline to pull it all together in that last scene..."Give some extra cheer" I've missed that in most of the projects Great emotion invoked.

Improvements: Don't think I would have used a curse word on an inspirational commercial (find another book title?) Might have included a few more "adult" responsibilities--looked like he just grabbed his clothes out of the dryer and ran to walgreens for a pack of gum. Show him at the register paying for groceries, folding laundry, doing dishes, stuff that woulda communicated that stronger. the gum has a really small part in the commercial...somehow work it in that the kid is chewing the gum from the wrapper he threw her? audio at very beginning sounds like excess room noise.

Judge 4

Positives:

Improvements: