D’Arcy develops new endline for Mars

D’Arcy launches a campaign for the Mars bar this weekend, introducing the new endline: ’Every day should be this good.’

D’Arcy launches a campaign for the Mars bar this weekend,

introducing the new endline: ’Every day should be this good.’



The campaign is built on realistic twists to a person’s day which bring

about a welcome change of fortune.



The TV commercial shows a young man who finds what he thinks is a stray

puppy while walking in the park. Although he tries to get rid of it, the

puppy persists in chasing him until the man accompanies the puppy to its

owner, a young woman. At the end of the commercial the man reflects:

’Every day should be this good.’



The TV work, which runs across Europe, was originated by D’Arcy New York

but was directed and produced in the UK by Colin Gregg through Eclipse

Productions. Media planning is by MediaVest with media buying through

Zenith.



D’Arcy London has produced a targeted magazine campaign designed to show

that Mars is switched on to different audiences, including teenage

girls, young women, lads and students.



In one execution, the outline of a rose is created with the words: ’He’s

stinking rich, charming, handsome, intelligent and funny. He’s single

and he’s not gay. And he’s just invited you for a weekend in Paris.’

Beneath the illustration is the Mars logo and the endline.



Lads are catered for with an ad using the line: ’You wear your pulling

shirt. You pull. Again.’ The UK press ads were written by Steve Boswell

and art directed by Steve Drysdale.



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