EXTRA Ding! It's all coming back to me now...

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EXTRA Gum reads the collective mind with this funny yet very understanding ad. "In a not-too-distant future, the world will be coming back," says the company. "And when time comes we won’t just exit our homes quietly, pick up the newspaper and whistle our way back to the office. No, we’re going squeeze into a pair of jeans, grab a pack of EXTRA gum and take to the streets—awkwardly small talking, hugging and kissing until our collective hearts’ are content." Agree or disagree? The soundtrack 'It's All Coming Back To Me Now' by the legendary rock writer Jim Steinman, who died earlier in 2021, is a poignant expression of what many of us will be experiencing as we reconnect in oh so many ways. Not everyone will be keen to #GetYourDingBack in such exuberant fashion, though: The ad launched in Mental Health Awareness Month, with more and more studies emerging around the devastating effects of lockdown and other COVID-19 related stress factors. It's also a reality that many people with conditions such as anxiety have found a more comfortable lifestyle away from the 'old normal' stresses and pressures. For those of us who do relate to this ad's message of regaining cheerful confidence, might it make you start buying Extra Gum as part of a defining moment in contemporary history, or is it just a light-touch spot that fits the mood really well?

Keywords: EXTRA Gum, For When It's Time, post-covid reconnections, confidence after covid, meeting people in person, Energy BBDO