D’Arcy launches a campaign for the Mars bar this weekend,
introducing the new endline: ’Every day should be this good.’
The campaign is built on realistic twists to a person’s day which bring
about a welcome change of fortune.
The TV commercial shows a young man who finds what he thinks is a stray
puppy while walking in the park. Although he tries to get rid of it, the
puppy persists in chasing him until the man accompanies the puppy to its
owner, a young woman. At the end of the commercial the man reflects:
’Every day should be this good.’
The TV work, which runs across Europe, was originated by D’Arcy New York
but was directed and produced in the UK by Colin Gregg through Eclipse
Productions. Media planning is by MediaVest with media buying through
D’Arcy London has produced a targeted magazine campaign designed to show
that Mars is switched on to different audiences, including teenage
girls, young women, lads and students.
In one execution, the outline of a rose is created with the words: ’He’s
stinking rich, charming, handsome, intelligent and funny. He’s single
and he’s not gay. And he’s just invited you for a weekend in Paris.’
Beneath the illustration is the Mars logo and the endline.
Lads are catered for with an ad using the line: ’You wear your pulling
shirt. You pull. Again.’ The UK press ads were written by Steve Boswell
and art directed by Steve Drysdale.