DMB&B brings fun to Mars television spots

Mars is introducing a new endline for its famous Mars Bar brand with a pounds 5 million national advertising campaign through DMB&B

Mars is introducing a new endline for its famous Mars Bar brand

with a pounds 5 million national advertising campaign through DMB&B



The two commercials seek to inject the feelgood factor into Mars

advertising by emphasising the positive effect eating a Mars Bar can

have on people’s lives, using the line: ’Must be Mars.’



It replaces the ’Mars. A start’ positioning introduced in May this

year.



That, in turn, replaced the long-running ’A Mars a day helps you work,

rest and play’ line, which was dropped in January 1997. The ’start’ line

only appeared in one ad, ’writer’s block’.



The first film in the campaign opens on a young man who has been

abandoned in his flat by his girlfriend.



As she packs her bags and leaves, he slumps on the sofa, only to be

cheered up when he catches sight of a Mars Bar on the coffee table. As

he polishes off the chocolate bar, he realises that he can live without

his girlfriend.



He is then shown jumping off the sofa and rearranging the flat, removing

the feminine touches his girlfriend had put in place.



Just as he finishes removing all the evidence of her influence, his

girlfriend appears in the doorway, having changed her mind about leaving

him.



The second in the series will air in the next two weeks and shows a

person being swallowed by a huge sofa built in the shape of pouting

lips.



The campaign was written and art directed by Nick Hastings and directed

by Russell Bates through Cowboy Films. The first execution broke in the

UK on Sunday, with the second execution rolling out across Europe in the

next few months.



Media buying is handled by MediaVest.



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