EXTRA Gum: “For When It’s Time”

Extra

Creative

Our new global campaign for EXTRA Gum, “For When It’s Time,” evokes feelings of optimism, positivity, and comforting nostalgia of pre-pandemic life. When the time is right, many won’t just exit their homes quietly, pick up the newspaper and whistle their way back to the office. No, they’re going to throw on their favorite pair of jeans, freshen up with a stick of gum and take to the streets to celebrate —awkwardly hugging, kissing and socializing to their heart’s content! Hilariously set to Celine Dion's "It's All Coming Back to Me Now," the film shows neighbors connecting and embracing outside, in every way, shape, and form and is full of Easter eggs (like a mound of Amazon packages stacked outside someone’s front door) that connect with human truths we’ve experienced over the past year. In the words of Celine Dion, “it’s all coming back to us now”… and we couldn’t be happier!

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