Extra Gum celebrates the return to a social life with ecstatic post-lockdown ad

Set “some time in the not too distant future,” a new ad by Energy BBDO in Chicago celebrates an ecstatic escape from social distancing, depicting a world where people roll around snogging in the park and share Extra chewing gum.

As laptops snap shut on Zoom calls and office workers rediscover a lost world, Celine Dion’s “It’s all coming back to me now” provides the soundtrack.

https://www.youtube.com/watch?v=d291pcxKtK4&t=1s

Judging by the delirious scenes at the Liverpool night club trial last weekend, Extra’s fantasy of the summer to come could be pretty close to the truth — for the more vaccinated parts of the world at least.

MAA creative scale: 7