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30 April 2021

Free and Easy

by Syd Briscoe

Wrigley's Extra: “For When It's Time” - 60s

Now many of us have become accustomed to life indoors, the prospect of leaving quarantine looms large. Getting back to mates, dates, and meetings which don't take place through a screen can feel overwhelming, but this upbeat ad for Wrigley's Extra reckons a well-timed stick of gum can ease the way to normality.

The ad's joyful tone is very refreshing after the overwhelmingly grim covid-related content we've seen. The action unfolds in gleeful fashion, with a palpable sense of tension lifted as people rush from their homes without fear. If only it could be so in real life - there isn't even a mask in sight.

Director Nick Ball has done a fabulous job of capturing the abandon here, with charming incidental details adding relatable moments of humour (a woman emerging from her pizza-box burial is particularly good). Couples frolicking in public has a likely ring of truth, while a celebratory return to the office seems more optimistic.

Director: Nick Ball Ⓟ Ⓦ (Blink Ⓟ Ⓦ)
1st AD: Max Morales
Cinematographer: Seamus McGarvey
Production Designer: Veronica Romero
Wardrobe: Sol Montalvo
Editor: Jeff Buchanan @ Final Cut Ⓟ Ⓦ
Colourist: Ricky Gausis @ MPC Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.