• by Fern Siegel , April 3, 2026

The Mars company OEFY gum brands — Orbit, Extra, Freedent and Yida — target younger demos with a new campaign: “Total Overthink of The Head.”

The creative by BBDO Chicago has gone nostalgic with a twist. The ad remixes Bonnie Tyler 1983 song “Total Eclipse of the Heart.” The spot launched across memes, social, digital and OOH under the umbrella “Chew Good” platform.

Additional campaign elements by adam&eve\TBWA include an OOH placement “Chew Ratings,” which rejiggers overthinking into a scoring system, and "Channel Your Inner Goat," a TikTok effort that lets users submit worries “fed” to goats in a live, interactive format.

Josh Gross, Chief Creative Officer, BBDO Chicago said: “It’s tough being young in 2026, there’s a lot to overthink. Chewing gum won’t solve the big stuff, but it can sit alongside those everyday moments when you just need to reset. Don’t take our word for it though, take the words of a bunch of memes set to the timeless tones of Bonnie Tyler.”

The lyric rewrite looks at all the ways the young often second-guess themselves, from gym embarrassment to social-media anxiety. 

Rankin Carroll, Chief Brand Officer at Mars Snacking, added: “We believe growth comes from building brands that earn their place in culture by showing up in ways that feel distinctive and connected.”

BBDO Chicago’s roster includes M&Ms, Jack Daniel's, Kerrygold and Clorox.