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With the world’s population stuck inside due to the global pandemic, there was a major drop in social interactions, which meant people no longer needed to freshen their breath with gum. One very long year later, people were about to re-emerge into public life. Extra’s campaign film, For When It’s Time, aimed to dramatise just how joyous the public’s return to the world could be. It was held together by a storyline that hit close to home, reminding people that when it’s time to get close again, they might want to freshen up with some Extra Gum first.