Galaxy invests pounds 5m in Grey TV ad

Mars is putting pounds 5 million behind this year’s 40-second TV commercial for Galaxy, which breaks on national television this weekend through Grey Advertising.

Mars is putting pounds 5 million behind this year’s 40-second TV

commercial for Galaxy, which breaks on national television this weekend

through Grey Advertising.



The ad builds on the idea that Galaxy is an everyday indulgence for the

private moments that help people unwind.



The commercial, which was shot to emphasise the cream and gold colours

of the Galaxy pack, opens with a young woman coming home after a hard

day. She slams the door of her flat behind her, dumps her bags and

reaches for a bar of Galaxy. Off come the earrings and the watch as the

woman sinks into a chair and bites into the chocolate.



However, it soon becomes apparent that some friends have arrived at the

downstairs foyer of her apartment block.



Not to be deprived of her moments of bliss, she rushes out to the lift

in the corridor and immobilises it, thus securing precious minutes alone

with her Galaxy bar while her guests are forced to climb the stairs.



’Why choose cotton when you can have silk?’ asks the endline, which has

been Galaxy’s hallmark endline for nine years.



Devised by the executive creative director of Grey, Paul Smith, the

commercial is designed to appeal to women, who are said to appreciate

the higher cream and milk content that Galaxy boasts over its rival,

Cadbury’s Dairy Milk.



Media has been booked by Grey’s media arm, MediaCom, with an emphasis on

programmes that appeal to women, including soap operas and films.



After an initial six-week burst, the campaign will be repeated twice

this year.



The film, which was directed by Marek Kanievska through RSA Films, uses

the popular Cole Porter song, You do Something for me, as the

soundtrack. The number was recorded by session artists for the

commercial.



Although the block chocolate market in Britain is static, chocolate

product sales are rising at about 2 per cent a year.



Galaxy currently claims sales of about pounds 130 million annually.



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