Wrigley's Extra Gum is launching a ballsy TV ad that celebrates the upcoming end of coronavirus restrictions with the UK's vaccination programme only at its halfway point.
The ad begins as social distancing measures are finally removed and people can "see people again". Slowly, people step away from their pizza box-covered flats and step out into the world once more, where they engage in a series of sentimental and overtly sexual behaviour that one can only dream about for now.
It was created by Colin O’Toole and Hansel Quintela, and directed by Nick Ball through MJZ.
Wrigley is unusual in having struck such a triumphant tone, with perhaps only B&Q's optimistic Easter spot "We will grow again" coming close.