Prepare for an Orgy of Togetherness, Says Extra Gum's Epic New Ad

It’s all gumming back to us now!

Post-pandemic, folks will emerge from isolation to passionately and joyfully make out in public spaces, with Celine Dion’s “It’s All Coming Back to Me Now” rumbling through the skies.

In such a near-future, face-sucking paradise, minty fresh breath will prove essential, as we learn in Energy BBDO’s over-the-top, two-and-half-minute film for Extra Gum:

Like the ad says, “We could all use a FRESH start,” which also holds true in this :60 commercial edit:

There’s a whole lotta smooching goin’ on. Better buy an Extra pack!

“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,” Ivonne Andreu, senior director of gum and mints at Mars Wrigley U.S., tells Muse. “Many of us have forgotten what it’s even like to move about safely and freely in society.”

“With increased vaccinations and consistent dedication to staying vigilant, we hope this film reminds everyone there are brighter days ahead,” Andreu says. “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.”

Dion’s soundtrack fits the narrative to a T. In fact, “It’s All Coming Back to Me Now” is becoming something of a commercial staple, previously appearing in notable spots for ESPN and Instagram. At this rate, it might supplant another Jim Steinman composition, “Total Eclipse of the Heart,” as adland’s No. 1 bombastic power ballad.

MJZ director Nick Ball—who’s delivered winning efforts for Quickbooks and Dollar Shave Club—captures a palpable sense of relief and release for Extra through delightfully overblown visuals that pound home the notion of human re-connection en masse. (And we don’t want swamp-mouth for that, do we?)

Shot two months ago in Santiago, Chile, “something super special occurred in the process of crafting this—a big outpouring of emotion from everyone involved,” recalls Energy BBDO co-chief creative officer Pedro Pérez. “After a difficult year, this film was cathartic, allowing us to express our feelings and excitement for what we’re hoping the future will hold.”

Clearly, the cast gave a little something extra, with plenty of lips tuckered out (and puckered out!) once filming wrapped.

Though in a sign of our cautious times, Pérez says the team adhered to strict safety protocols. Covid testing took place before and during the shoot, crew and talent who flew in were required to quarantine upon arrival, and only actors from the same households shared smooch-scenes.

CREDITS

Mars Wrigley, “For When It’s Time” 

Client: Mars Wrigley
Product: Orbit/Extra/Freedent
Title: For When its Time 

Client: Mars Wrigley
Global Vice President Brands, Content & Media: Rankin Carroll
Senior Director Brands & Content Europe: Brad Cole
Manager Brands & Content Europe: Chantal Barcelona
Senior Manager, Brands & Content, NA: Chanel Gant

Agency: Energy BBDO
President & CEO: Jeff Adkins
Chief Creative Officers: Josh Gross & Pedro Pérez
Executive Creative Director: Kenny Blumenschein
SVP, Creative Directors: Lucas Owens, Monique Kaplan
Creative Directors: Colin O’Toole, Hansel Quintela
Head of Design: Hung Vinh
3D Motion Designer: Jaehyuk Choi

Managing Director: Lianne Sinclair
VP, Account Director: Lauren Randall
Account Supervisor: Lucie Lavrard
Account Executive: Emma Rehnberg
Global VP Strategy Director: Ryan Smith

Head of Integrated Production: John Pratt
Producer: Annie Burger
Director of Integrated Business Affairs: Frank Tavolino
Senior Business Manager: Gina Stevanovich
Group Talent Manager: Mariellen Golfis
Executive Director of Music: Daniel Kuypers
Music Business Coordinator: Karolina Barej
Global Deployment Director: Katherine Vicari
Global Deployment Manager: Elle O’Malley
Project Manager: Kate Gothing

Project Manager (Freelance): Leslie Whitehurst

Production Company: MJZ
Director: Nick Ball
President/Executive Producer: David Zander
Executive Producer: Emma Wilcockson
Producer: Karen Chen
Director of Photography: Seamus McGarvey
Production Designer: Veronica Romero
Wardrobe Stylist: Sol Montalvo
First Assistant Director: Max Morales

Chile Production Service: Goodgate

Post Production Company: Final Cut
Editor: Jeff Buchanan
Assistant Editor: Sophie Solomon
Head of Production: Ana Orrach
Executive Producer: Suzy Ramirez
US Managing Director: Justin Brukman

Color Company: MPC LA
Colorist: Ricky Gausis
Assistant: Sam Ziaie
Executive Producer: Meghan Lang Bice
Producer: Caitlin Forrest
Coordinator: Alex Zhao

Sound Company: Machine Sound
Audio Engineer: T. Terressa Tate
Assistant Audio Engineer: Amanda Fuentes
Producer: Sara Gbadamosi
Producer: Michele Maples

Post Production Company: Flare Chicago
Executive Producer: Jenny McDonald
Senior Audio Engineer: Steven Aguilar
Finish Artist: Jason Kerman

VFX and Finish Company: Blockhead