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
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
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.