The brief was to promote Extra’s sponsorship of the Premier League to football fans whilst delivering the benefit of tension relief through chewing. We wanted to resonate with genuine football fans so we individually tailored these ads for Bolton Wanderers, Everton, Fulham, Middlesbrough, Newcastle, and Sunderland, as these clubs wanted to be involved with the promotion. This allowed us to recount a classic added time moment for each specific club and art direct them in a style sympathetic to their colours and old programmes. The benefit of tension relief through chewing is delivered through encouraging the audience to relive the agony of the moment. The ads ran (full page) in the match-day program of the corresponding club.
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