The pandemic hit the gum category hard, reducing global sales by 40%. In early 2021, as vaccines became more available, we saw an opportunity to remind people why gum was ever a thing.

A rare bull’s-eye in an arduous year for advertisers

The New York Times

Like a truly great pop song, an advert can – very rarely – capture something perfectly.

The Telegraph

Fresh breath will matter again! Viral ad for Extra gum imagines post-pandemic life

Today Show

Extra Gum’s Back-to-Normal Ad is a Euphoric Release

Adweek

This Extra Gum advertisement celebrates the moment the world gets back to normal and we’re able to have orgies again

Digg