Grey film gives Galaxy sensual theme

America’s Deep South as seen through the eyes of writers such as William Faulkner and Margaret Mitchell is being recreated in new TV advertising for Mars’s Galaxy chocolate brand.

America’s Deep South as seen through the eyes of writers such as

William Faulkner and Margaret Mitchell is being recreated in new TV

advertising for Mars’s Galaxy chocolate brand.



A 40-second spot, breaking nationally on 1 April, marks the start of an

attempt to contemporise the brand by putting a free-thinking modern girl

into a traditional setting. At the same time, the campaign is trying to

extend the potential of Galaxy’s endline, ’Why have cotton when you can

have silk?’, which has helped position it as a female indulgence.



Grey has produced the film, part of a pounds 6.6 million initiative to

support both the Galaxy Block and Galaxy Ripple, to appeal to young

adults. A press campaign for Ripple, the first in five years, will

support the television work.



Billie Holiday’s recording of George Gershwin’s Summertime is the

soundtrack for the commercial, which is set on a cotton plantation. In

the film, a share-cropper’s daughter manages to escape her stern father

to slip into a silk dress before being whisked away by a handsome field

hand to live out her fantasy romance.



Tim Mellors, Grey’s creative director, has been attempting to give fresh

impetus to Mars’s advertising since taking over the creative hotseat at

the agency at the beginning of the year.



He said: ’I’ve always felt there was a much more evocative and sensual

way of using this powerful endline. By setting the ad in Gone with the

Wind country I think we’ve pulled it off.’ The film was written by Dave

Rimmel, art directed by Paul Pickersgill and directed by Erick Ifergan

for The End.



’Galaxy advertising has had a consistent style for the past ten years,’

Saul Pearce, the agency’s group account director for Mars, said. ’Now

there’s a need to move it on so that the woman is no longer seen in

isolation but as part of the real world.’



The Ripple campaign comprises two press executions aimed at men and

women respectively. An ad for women’s magazines features a muscular

model pulling up his shirt to reveal a rippling stomach and the line:

’Ripple. For heightened pleasure.’ They were written by Ivor Jones and

art directed by Gary Woodward with photography by Bob Carlos-Clarke.



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