| Title | The 85-year-old Regret |
| Title (original language) | Martin's Regret |
| Agency | Energy BBDO |
| Campaign | The 85-year-old Regret |
| Advertiser | Mars, Inc. |
| Brand | 5 Gum |
| Date of First Broadcast/Publication | 2018 / 7 |
| Business Sector | Chocolate, Bars, Candies, Chewing-Gum |
| Tagline | Life Happens in 5 |
| Story | 5 Gum had traditionally used influencers to connect with young people and encourage them to try new things. But this time, to show that it's better to take a risk than be haunted by regret, it turned to a different type of influencer: a senior citizen. In the film “The 85-Year-Old Regret”, Martin Gordon describes waiting until he was 85 years old to come out. His story inspired a younger generation to make life-changing choices. |
| Media Type | Branded Content |
| Length | |
| Market | United Kingdom |
| Creative Director | Fernando Passos |
| Creative Director | Dan McCormack |
| Copywriter | Alejandro Peré |
| Copywriter | Victoria Probert |
| Art Director | Chris Cavalieri |
| Art Director | Tyler Bartley |
| Director | German Mairen |
| Director | Marcos Mijan |
| Director | Ross Bolidai |
| Director | Danielle Bryan |
| Production Company | Flare Chicago |
| Account Director | Jeff Adkins |
| Account Director | Julien Lemoine |
| Account Director | Lianne Sinclair |
| Account Director | Jamie DeFer |
| Account Director | Elke Anderle |
| Account Director | Allison Arling-Giorgi |
| Account Director | Layne Steele Paddon |
| Agency Producer | John Pratt |
| Agency Producer | Brian Cooper |
| Agency Producer | Shobin Mathew |
| Agency Producer | Daniel Kuypers |
| Agency Producer | Nick Maker |
| Producer | Jenny McDonald |
| Producer | Casey Cobler |
| Producer | Austin Andries |
| Producer | Sean Berringer |
| Producer | Katy Mindeman |
| Producer | Fred Keller |
| Post Production | Flare Studio |
| Account Executive | Kristen Miller |
| Chief Creative Officer | Andrés Ordóñez |
| Designer | Jaehyuk Choi |
| Designer | Erin Knott |
| Digital Agency | Fanscape Chicago |
| Executive Creative Director | Josh Gross |
| Executive Creative Director | Pedro Pérez |
| Head of Design | Hung Vinh |
| Media Agency | MediaCom USA |
| Media Agency | Starcom MediaVest Group |
| PR Agency | ICF Next |