Mars is backing its Revels brand with its first television
advertising for more than a decade, which apes the famous Russian
Roulette scene in The Deer Hunter.
A campaign, through D'Arcy, breaks on 28 January to support Revels, a
bagged confectionery product that includes a variety of
chocolate-covered flavours including orange and coffee.
The theme of the ad, which will appear in 90-second, 30-second and
ten-second executions, centres on the tension felt by Revels eaters when
they cannot distinguish flavours they like from the ones they don't.
The ad features a bemused American forced to play Russian Roulette with
a bag of Revels rather than a revolver. The American slugs it out with
an oriental competitor by pulling out flavours that they like until
there are only two sweets remaining.
The oriental man finally makes his choice but his face crumples with
disgust as he discovers that he has picked the coffee-flavoured
The American raises his arms in victory as he has avoided the coffee
The ad has already won an APG Creative Planning Award in the "Best
Campaigns for Established Product Brands" category. D'Arcy aired the ad
once last year to qualify for the entry. But the campaign at the end of
January, supported by viral and promotional activity, will be the first
sustained activity for the brand since D'Arcy won the brief in 1995
along with Maltesers.
Nick Hastings, the executive creative director at D'Arcy, said: "The
truly distinctive thing about Revels is that you never know when you're
going to pick one that is horribly bad news. The commercial captures
that perfectly. It's great fun and no-one gets shot through the head,
which is fortunate."
The copywriter was Matt Wheeler and the art director David Chidlow.
The ad was directed by Andy Lambert through Partizan. Media planning is
by MediaVest and buying through Zenith Media.