Mars' Celebrations launches first TV ad in 10 years

Celebrations, the Mars chocolate variety brand, has launched its Christmas campaign with a Toy Story-esque cast of animated characters which come to life while no one is looking.

The spot, created by Abbott Mead Vickers BBDO, broke on ITV last night (Sunday, 1 November) during The X Factor and will run for eight weeks in the lead up to Christmas.

It is the first TV campaign in a decade for Celebrations, the box of miniature Mars chocolate brands such as Mars, Galaxy, Milky Way and Maltesers. The brand was launched in 1997.

The spot opens on a living room at nighttime, with four Christmas decorations having come to life: Father Christmas, an angel, a snowman and a Nutcracker soldier. 

The animated characters are on a mission to break into a box of Celebrations and try to open it by dangling from the feet of a Gingerbread man decoration. The characters suddenly freeze when a man enters the room, before the strain becomes too much and they tumble in to the box.

Nigel Lorimer, the senior brand manager for Celebrations at Mars Chocolate UK, said: "Ever since we first brought together a selection of the nation’s best-loved chocolate brands almost 20 years ago, Celebrations has grown to become a seasonal favourite with families across the country.

"As the most popular chocolate brand during the festive seasons, we know that people love our Celebrations chocolates, so it’s great to be able to bring this to life, but with a bit of special Christmas magic."

The ad was created by Tim Riley, the head of copy and creative partner at AMV BBDO, and directed by Dom and Nic through Outsider.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content