It’s all coming back to me now
There were moments of gold
And there were flashes of light
There were nights of endless pleasure
It was more than any laws allow
Baby baby If I kiss you like this
And if you whisper like that
It was lost long ago
But it’s all coming back to me
I can barely recall
But it’s all coming back to me now
But it’s all coming back to me now
Watch: Extra Gum “For When It’s Time”
Plain Talk: About the Track
The cinematic power ballad used in the Extra Gum “For When It’s Time” commercial is “It’s All Coming Back to Me Now,” performed by Celine Dion. Written by the legendary Jim Steinman, the track was first released in 1996 on Dion’s Falling into You album and became one of the most successful songs of her career.
Extra, a brand founded in 1891 by William Wrigley Jr. and headquartered in Chicago, chose this epic track to mark a cultural moment. The advertisement humorously and emotionally depicts the world “re-opening” after lockdown, using the song’s grand intensity to celebrate the return of face-to-face connection and fresh-breath kisses. The campaign highlights how a simple piece of gum can be part of the small, golden moments that make life feel normal again.
Questions & Answers
Who wrote the song in the Extra Gum commercial?
The song was written by Jim Steinman, who was famous for his “Wagnerian Rock” style and collaborations with Meat Loaf.
When was Extra Gum founded?
Extra was launched by the Wrigley Company in 1984 as their first sugar-free gum, though the Wrigley company itself dates back to 1891.
What is the ‘For When It’s Time’ campaign about?
It is a post-pandemic campaign that celebrates the return of social intimacy, using Celine Dion’s music to create a sense of dramatic relief and joy.
