The “Real Friend Request” creative, developed with BBDO, opens on 14-year-old Celia as she chews gum and scrolls through her phone. Her older sister, Lena, is filming herself learning a dance and tries to ask Celia for a piece of gum — but her gestures go unnoticed. Later, Lena grabs a pen and writes on an Extra wrapper: "New Friend? Lena" and asks her to either confirm or deny. Celia then looks up at her, smiles and puts down her phone.
The spot ad appears across television and full episode players such as Hulu, Roku and Amazon Fire TV.