'For When It's Time' is a new marketing campaign from EXTRA Gum that shares scenes from a post-pandemic future. The campaign aims to inspire optimism and remind people of a return to normalcy that will allow for in-person hangouts and hugs. Set to the tune of Celine Dion's It's All Coming Back to Me Now, the ad shows neighbors coming together and people shutting down virtual meetings to return to the office.
The campaign also depicts people leaving their houses, escaping from dark surroundings, piles of pizza crusts and heaps of toilet paper rolls. The ad aims to convey the "comforting nostalgia of pre-pandemic life" and inspires hope for a future that includes hugging, kissing, socializing and moments that cause smiles.