The ten-second TV spots will launch on 21 April across Europe. UK consumers will see an initial burst of five of the ads in April with the rest rolling out through the summer. The ads will also appear in UK cinemas from 1 May. Media planning and buying for the £7.5 million campaign was by MediaVest.
Each of the spots illustrates a satisfying experience. In "love bite
a man is hankering after a bite of his girlfriend's Mars bar. She leans in for a kiss and he bypasses her lips and takes a huge mouthful of chocolate.
shows a girl deciding whether to answer her mobile phone or eat her Mars bar.
In "zapped", a woman watches her partner struggling to change the TV channel with the remote control while she holds the batteries. Each ends with a tagline in the new typeface on a black background, to mirror the press and poster ads that launched in March.
The ads - the first work from Grey since the agency won the account from D'Arcy in November 2001 - reflect the strategy to reposition Mars as a more contemporary and pleasurable countline, appealing to women and young consumers. The brand is still struggling to overcome its "A Mars a day helps you work, rest and play
positioning, even though it has not featured in its ads for more than a decade.
The ads were written and art directed by 12 teams at Grey, overseen by the Grey chairman and chief creative officer Tim Mellors and the creative director Paul Pickersgill. The spots were directed by David Hartley through Brave Films.
The Grey chairman and chief creative officer, Tim Mellors, said: "This is the biggest job I've handled for Grey. Winning, then repositioning, Mars' most famous brand under the same endline for the UK, Europe and the US has taken the kind of global stewardship I couldn't have carried off five years ago."
The ads were written and art directed by 12 teams at Grey, overseen by Mellors and creative director Paul Pickersgill. The spots were directed by David Hartley through Brave Films.