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This is marketing at its finest! Extra’s new television ad tells a love story that’s as touching as Pixar’s Up, only without the balloons, or the sadness.

In this condensed romance, titled The Story of Sarah and Juan, we witness a young couple “unwrap” (womp, womp, womp) their love story one piece of Extra chewing gum at a time. Sounds lame, right? Sure is, but we defy you to watch the whole thing (above) and stay dry-eyed.

It’s a clever bit of storytelling: we have the stereotypical chance encounter in the high school hallway (young love, how cute); the build-up with a bit of mystery (what is he writing on those wrappers?); some conflict when they have to go long distance for a while; and then the denouement in the shape of a unique and personal proposal. Cue the tears.

Adding to the effect, and probably getting stuck in your head for the rest of the day, is Haley Reinhart’s moving rendition of “Can’t Help Falling In Love.”

Watch it. Share it with your sentimental Facebook friends. And then go buy some gum.