Mars is introducing a new endline for its famous Mars Bar brand
with a pounds 5 million national advertising campaign through DMB&B
The two commercials seek to inject the feelgood factor into Mars
advertising by emphasising the positive effect eating a Mars Bar can
have on people’s lives, using the line: ’Must be Mars.’
It replaces the ’Mars. A start’ positioning introduced in May this
That, in turn, replaced the long-running ’A Mars a day helps you work,
rest and play’ line, which was dropped in January 1997. The ’start’ line
only appeared in one ad, ’writer’s block’.
The first film in the campaign opens on a young man who has been
abandoned in his flat by his girlfriend.
As she packs her bags and leaves, he slumps on the sofa, only to be
cheered up when he catches sight of a Mars Bar on the coffee table. As
he polishes off the chocolate bar, he realises that he can live without
He is then shown jumping off the sofa and rearranging the flat, removing
the feminine touches his girlfriend had put in place.
Just as he finishes removing all the evidence of her influence, his
girlfriend appears in the doorway, having changed her mind about leaving
The second in the series will air in the next two weeks and shows a
person being swallowed by a huge sofa built in the shape of pouting
The campaign was written and art directed by Nick Hastings and directed
by Russell Bates through Cowboy Films. The first execution broke in the
UK on Sunday, with the second execution rolling out across Europe in the
next few months.
Media buying is handled by MediaVest.