Maltesers "Celebrating similarities" by AMV BBDO

After its hugely successful "Look on the light side of disability" campaign, Maltesers is tackling a different diversity issue: the gender imbalance in advertising.

The Mars brand wants to tell the stories of women who are often invisible in media, so two new spots by Abbott Mead Vickers BBDO depict older women going through menopause and a lesbian lamenting the challenges of dating. Marketing chief Michele Oliver hopes the previous and current campaigns inspire other UK advertisers to lead the charge in creating more diverse communications. The work was created by Michael Jones and Charlotte Adorjan, and directed by Clay Weiner through Biscuit.


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