• by Amy Corr  @MediaPostOTL, November 20, 2013

Extra gum launched a TV campaign that I’m convinced will make even the most non-emotional person tear up. When I first watched the ad, I thought it was for Hallmark, not gum. The spot follows a father and his young daughter throughout various events in life: a baseball game, birthday parties and trips to the beach. Dad always creates little origami cranes from their gum wrappers as a little “just-because” gift for his daughter, no matter how old she grows. When the now-grown daughter moves out, Dad packs up the car and spills a box. What’s inside is a lifetime of origami cranes that releases a rush of memories and emotions for both father and daughter. “Sometimes, the little things last the longest,” closes the ad, seen here, and created by Energy BBDO.