The campaign, which debuted in the US and China in May, depicts people ready to seize the opportunity in ordinary moments. These include taking a penalty in a football game, sitting down next to a cute stranger on a bus, and doing a runner on your own wedding.
Created by BBDO shops Energy BBDO (Chicago), CLM BBDO (Paris) and BBDO South China, the set of ads consists of three 20-second spots, each focusing on a single protagonist, and a 60-second film combining them all.
BBDO chief creative officer Andrés Ordóñez said: "We’re excited about the new evolution of the brand because it brings Extra back to a simple, clear message.
"‘Time to shine’ is based on a universal human insight about confidence, which lends itself to evocative storytelling viewers can relate to. Extra becomes a meaningful character in the narrative as it helps people feel at their best."