Mars celebrates 'opportunities to win' in £10m push

Mars has kicked off a £10 million ad campaign that celebrates "little opportunities to win", such as securing the last seat on the bus or finding your bag is the very first on the carousel at an airport.

In the ad, which was created by Abbott Mead Vickers BBDO and broke last night, two men on a park bench compare their dogs, and enter a competition to see who has the more talented pooch.

The first man persuades his dog to jump. The second man's dog then plays Crockett’s Theme from Miami Vice on the panpipes. Enjoying his victory, the second man celebrates with a Mars.

The ad ends with the "winning" theme and the brand’s "Work, rest and play" sign-off.

In addition to TV, ads will run outdoor and in the press, with media by MediaCom.

Lucy Cotterell, the marketing director at Mars, Snickers and Twix, said: "We are really proud of the fresh, new ‘winning’ campaign for our Mars Bar. 

"We’re putting a heavyweight £10 million investment behind the campaign, which will reach 95 per cent of the UK population and put the brand on air three times more than in 2014, in fact it will be on air effectively every other week.

"The theme of little everyday wins is an exciting new angle for the best-loved brand and the ad is sure to bring a smile to the faces of new and existing Mars fans."

The ad was written by Dan Warner, with art direction by Andy Vasey. Creative directors were Alex Grieve and Adrian Rossi. The director was Gary Freedman for Independent. 

Post-production was by Josh Robinson at The Mill, and audio post-production by Anthony Moore at Factory Studios.

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