The gum brand's new preview film, ‘For When It's Time’, highlights the desire for better moments and the return to 'normalcy' when it's safe, contrasting it with oddly familiar scenarios experienced during the pandemic.
The ad features Celine Dion's ‘It's All Coming Back to Me Now’ as its distinctive soundtrack. The uplifting spot shows neighbours connecting and embracing outside, a woman shutting down her virtual meeting and enthusiastically celebrating her return to the office, first post-pandemic kisses and someone comically emerging from the mountain of empty pizza boxes amassed throughout the year.
"Before 2020, we took for granted just how fantastic it was to connect and celebrate in large groups or to simply be able to share a moment with another person," said Ivonne Andreu, Senior Director of Gum & Mints, Mars Wrigley US.
"Many of us have forgotten what it's even like to move about safely and freely in society. As a company and as a brand, we are committed to creating better moments and more smiles for consumers. With increased vaccinations and consistent dedication to staying vigilant, we hope this film reminds everyone there are brighter days ahead – and when the moment is right and your big moment comes to reclaim what you've been missing, EXTRA Gum will be there to help give you a fresh start during your first in-person meeting, first post-pandemic kiss and first social activities as you re-enter life."