Wrigley's delivers a total overthink of the head
The new campaign was directed by O Positive's Brian Billow.
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The new campaign is the next phase of Mars’ Chew Good platform, a long-term strategy designed to reframe gum chewing as a ritual that helps people recentre and manage their mood.
Total Overthink of the Head is anchored in a hero TV ad and paid social film that depicts a humorous spoof of the legendary Bonnie Tyler song, Total Eclipse of the Heart. The new campaign speaks directly to younger audiences and is rooted in the behavioural insight that Gen Z and young adults are increasingly caught in cycles of overthinking, amplified by pressures from school and online life. The campaign features a hero film which will depict the newest generation of chewers spiralling through everyday situations, from classroom stress to obsessing over their crush and overthinking a text.
This will be complemented by short-form relatable spiral moments and well-known memes, set to disrupt social feeds. Total Overthink of the Head moves beyond traditional product messaging to engage new audiences through cultural moments, leaning into a love of music and nostalgia to position gum chewing as a ritual that helps manage moments of mental spiral.
Credits
View on- Agency BBDO/Chicago
- Production Company O Positive
- Director Brian Billow
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Credits
View on- Agency BBDO/Chicago
- Production Company O Positive
- Director Brian Billow
- Executive Producer Ralph Laucella
- Executive Producer Marc Grill
- Editing Arcade Edit
- Post Managing Partner Sila Soyer
- Executive Post Producer Fanny Cruz
- Senior Post Producer Andrew Cravotta
- Editor Jeff Ferruzzo
- VFX/Color/Animation JAMM Visual
- Executive VFX Producer Asher Edwards
- VFX Producer Anne-Marie DePauw
- Lead CG Artist Brian Burke / (CG Supervisor)
- Lead Animator Steward Burris
- Color Producer Emma Beren
- Assistant Colorist Aldo Rosati
- Sound/Music CAYA Music & Sound
- Executive Audio Producer Kiki Einziger
- Audio Executive Creative Director Ben Einziger
- CEO Jennifer Neumann
- Chief Creative Officer Josh Gross
- Executive Creative Director Jonathan Fussell
- Executive Creative Director Robin Laurens
- Creative Director Ze Baldin
- Creative Director Gabriel Barrea
- Creative Director Eli Terry
- Creative Director Mike Costello
- Associate Creative Director Peter McCormick
- Associate Creative Director Caitlin Madlinger
- Executive Producer Lily McNamara
- Senior Producer Stefeni Tormanen
- Producer Alexandria Aikens
- Executive Music Producer Courtney Jenkins
- Production Designer Jamie Vickers
- DP Tobias Schliessler
- Assistant Editor Alexey Novikov
- VFX Supervisor Mike Wigart
- Colorist Paul Yacono
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Credits
powered by- Agency BBDO/Chicago
- Production Company O Positive
- Director Brian Billow
- Executive Producer Ralph Laucella
- Executive Producer Marc Grill
- Editing Arcade Edit
- Post Managing Partner Sila Soyer
- Executive Post Producer Fanny Cruz
- Senior Post Producer Andrew Cravotta
- Editor Jeff Ferruzzo
- VFX/Color/Animation JAMM Visual
- Executive VFX Producer Asher Edwards
- VFX Producer Anne-Marie DePauw
- Lead CG Artist Brian Burke / (CG Supervisor)
- Lead Animator Steward Burris
- Color Producer Emma Beren
- Assistant Colorist Aldo Rosati
- Sound/Music CAYA Music & Sound
- Executive Audio Producer Kiki Einziger
- Audio Executive Creative Director Ben Einziger
- CEO Jennifer Neumann
- Chief Creative Officer Josh Gross
- Executive Creative Director Jonathan Fussell
- Executive Creative Director Robin Laurens
- Creative Director Ze Baldin
- Creative Director Gabriel Barrea
- Creative Director Eli Terry
- Creative Director Mike Costello
- Associate Creative Director Peter McCormick
- Associate Creative Director Caitlin Madlinger
- Executive Producer Lily McNamara
- Senior Producer Stefeni Tormanen
- Producer Alexandria Aikens
- Executive Music Producer Courtney Jenkins
- Production Designer Jamie Vickers
- DP Tobias Schliessler
- Assistant Editor Alexey Novikov
- VFX Supervisor Mike Wigart
- Colorist Paul Yacono
The campaign launched globally March 30th, 2026. Developed in partnership with BBDO Chicago, Total Overthink of the Head is one of four OEFY campaigns that Mars will be launching in 2026 as part of its PESO (paid, earned, shared and owned) framework.
Rankin Carroll, Global Chief Brand Officer at Mars Snacking shared: “‘Total Overthink of the Head’ is a playful campaign with an important message. We’re tapping into a universal behaviour to inspire a daily ritual that helps a new generation of chewers manage their mood and navigate moments of overthinking. Our cultural insights allow us to place OEFY at the heart of these conversations in a fresh, authentic way that genuinely helps people feel their best.”
Josh Gross, Chief Creative Officer, BBDO Chicago adds: “It’s tough being young in 2026. There’s so much to overthink. Chewing gum won’t solve the big stuff, but it can help with those silly little spirals our brains have a habit of going down. But don’t take our word for it, take the words of a bunch of memes set to the timeless tones of Bonnie Tyler."
