Extra turns Youtube pre-roll ads into competition for rising Aussie stars

Extra has turned pre-roll Youtube ads into a competition to support up and coming Australian musicians.

Extra Support Acts, created by Clemenger BBDO Sydney and in partnership with Mediacom, will see the pre-roll ads before Youtube videos of top Australian talent give exposure to 16 up and coming musicians.

Partnering with artists including 5 Seconds of Summer, Alison Wonderland, The Rubens and 360, Extra Support Acts helps new musicians go view-for-view with Australia’s top talent.

Alison Levins, marketing director at Extra Gum’s, said the brand wanted to support Australia’s grassroots music scene.

“At EXTRA® Gum, we’re focused on helping give Australians the confidence they need to be at their best.

“We can’t wait to introduce the country to the next big acts in the Australian music scene.”

Ben Coulson, chief creative officer at Clemenger BBDO Sydney, said in a statement: “Turning ads in to a stage for emerging artists seemed like an interesting idea, and fit nicely with Extra’s brand position.”

Roddy Campbell, managing director of new business at Universal Music Australia, said: “We’ve seen all manner of branded music platforms and really feel this will be one of the best – an authentic role for the brand that creates value for consumers and artists alike.

“Our acts have been so passionate about supporting the next generation of talent and I think that shines through in the engaging content we’ve created with them. We can’t wait to see how the journey unfolds!”


  • Client: EXTRA® Gum
    Senior Brand Manager EXTRA® Gum: Virginia Marsh
    Wrigley Marketing Director: Alison Levins
    Freshening Marketing Manager: Alexandra Hume
  • Creative agency: Clemenger BBDO Sydney
    Chief Creative Officer: Ben Coulson and Paul Nagy
    Creative Director: Brendan Willenberg
    Creative team: Willy Maitland and Zander Williment
    Head of Craft: Daniel Mortensen
    Lead digital producer: Claire Bisset
    Head of Creative Technology: Bob Forster
    Head of Account Management: Madeleine Marsh
    Senior Account Director: Hanne Haugen
    Senior Account Director: Emily Taylor-Delplanque
    Senior Account Manager: Katie Scrutton
  • Production company: Milkmoney
    Director: Ethan Mclean
    Producer: Emma Whitehouse
    DOP: Don Buppapirak
    Gaffer: Justin Plummer
    Music production: Gareth Plummer
  • Media agency: Mediacom
  • Talent, music strategy and content: Universal Music Australia and BRING
  • Platform partner: YouTube

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