creative impulse

H as Mars really dropped the "A Mars a day helps you work, rest and play" slogan, after 38 years? True, it does not feature in a new 40- second TV ad, in which an elderly American Indian struggles to the top of a mountain with his son and tells him that "it is a good day to die". As the old man is revived by a Mars bar that has fallen out of his son's pocket, the voiceover says: "There is nothing like the great taste of Mars - it's the taste for life."

The client: Mars Confectionery

Rachel Bradley, brand manager, Mars

In any Mars communication, a lot of things need to be balanced. The brand is 65 years old this year, and has always represented energy, food and nourishment, and so there is a need to reflect the bar's heritage and unique role in British life. But we need to maintain contemporary relevance - the scenarios in which we've placed the bar have changed over time - while being consistent with the course we've come through. We also need an ad to be entertaining, and to appeal to a broad consumer profile. But we haven't dropped the "work, rest and play" slogan; we're just not using it in this particular commercial. It will continue to appear on the packaging, and is being used in advertising for our special edition Mega Mars bar, to be launched next month.

The agency: DMB&B

Ann Galea, account director

The key thing with this brand is energy, which has always been its core value. Over the years that's been manifested in a number of ways, mainly embedded in physical activity; most recently, our ads have featured things like sky-diving and mountain biking. We're in a different camp to Cadbury, whose chocolate is presented more as an indulgence.

But we've also done executions focusing on emotional energy and uplift, and a decision was made with this new advertising to achieve a balance between physical and emotional energy. The new commercial is a pastiche of the Dustin Hoffman film Little Big Man, in which an Indian goes up a mountain to die but in the end decides it's not the right day to do so. We feel it's a nice illustration of revitalisation.

Mars is a big brand, so we wanted the film to reflect its stature. We also wanted to bring the brand into the Nineties. We've used a bit of humour, too, which we haven't had much of before. But this is not a massive departure: we are merely making the emphasis different from that of previous adsn

Scott Hughes

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksNow available in paperback
News
people
Arts and Entertainment
Jake Quickenden and Edwina Currie are joining the I'm A Celebrity...Get Me Out Of Here! camp
tv
News
i100
Life and Style
fashion
News
videoJapanese prepare for the afterlife by testing out coffins
Arts and Entertainment
Harrison Ford attends Blade Runner at Target Presents AFI's Night at the Movies at ArcLight Cinemas on 24 April, 2013 in Hollywood, California
film... but Ridley Scott won't direct
Sport
Hughes is hit by a bouncer from Sean Abbott
cricketStephen Brenkley on batsman's tragic flaw that led to critical injury
Sport
Dejected England players applaud the fans following their team's 3-0 defeat
football

News
people

Actress isn't a fan of Ed Miliband

News
The Bounceway, designed by Architecture for Humanity
newsLondon to add 'The Bounceway' to commuting options
Life and Style
Stefan Gates with some mince flies
food + drink
Arts and Entertainment
Rooney Mara plays a white Tiger Lily in forthcoming film Pan
filmFirst look at Rooney Mara in Pan
Life and Style
Customers browse through Vinyl Junkies record shop in Berwick Street, Soho, London
tech
Life and Style
health

Do you qualify – and how do you get it?

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

h2 Recruit Ltd: Graduate Consultant - Sales Recruitment - £35k ote

£18000 - £25000 per annum + £35k ote: h2 Recruit Ltd: Looking for your first s...

Recruitment Genius: Advertising Media Sales - Print, Online & Mobile

£19000 - £30000 per annum: Recruitment Genius: This publishing house has been ...

Recruitment Genius: Web Designer

£20000 - £28000 per annum: Recruitment Genius: Award winning Peterborough base...

Langley James : PHP Developer; Linux, MySQL, MVC, GIT; Blackfriars; £40k

£35000 - £40000 per annum + progression, upskilling: Langley James : PHP Devel...

Day In a Page

Homeless Veterans Christmas Appeal: Drifting and forgotten - turning lives around for ex-soldiers

Homeless Veterans Christmas Appeal: Turning lives around for ex-soldiers

Our partner charities help veterans on the brink – and get them back on their feet
Putin’s far-right ambition: Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU

Putin’s far-right ambition

Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU
Tove Jansson's Moominland: What was the inspiration for Finland's most famous family?

Escape to Moominland

What was the inspiration for Finland's most famous family?
Nightclubbing with Richard Young: The story behind his latest book of celebrity photographs

24-Hour party person

Photographer Richard Young has been snapping celebrities at play for 40 years. As his latest book is released, he reveals that it wasn’t all fun and games
Michelle Obama's school dinners: America’s children have a message for the First Lady

A taste for rebellion

US children have started an online protest against Michelle Obama’s drive for healthy school meals by posting photos of their lunches
Colouring books for adults: How the French are going crazy for Crayolas

Colouring books for adults

How the French are going crazy for Crayolas
Jack Thorne's play 'Hope': What would you do as a local politician faced with an impossible choice of cuts?

What would you do as a local politician faced with an impossible choice of cuts?

Playwright Jack Thorne's latest work 'Hope' poses the question to audiences
Ed Harcourt on Romeo Beckham and life as a court composer at Burberry

Call me Ed Mozart

Paloma Faith, Lana del Ray... Romeo Beckham. Ed Harcourt has proved that he can write for them all. But it took a personal crisis to turn him from indie star to writer-for-hire
10 best stocking fillers for foodies

Festive treats: 10 best stocking fillers for foodies

From boozy milk to wasabi, give the food-lover in your life some extra-special, unusual treats to wake up to on Christmas morning
Phil Hughes head injury: He had one weakness – it has come back to haunt him

Phil Hughes had one weakness – it has come back to haunt him

Prolific opener had world at his feet until Harmison and Flintoff bounced him
'I have an age of attraction that starts as low as four': How do you deal with a paedophile who has never committed a crime?

'I am a paedophile'

Is our approach to sex offenders helping to create more victims?
How bad do you have to be to lose a Home Office contract?

How bad do you have to be to lose a Home Office contract?

Serco given Yarl’s Wood immigration contract despite ‘vast failings’
Green Party on the march in Bristol: From a lost deposit to victory

From a lost deposit to victory

Green Party on the march in Bristol
Putting the grot right into Santa's grotto

Winter blunderlands

Putting the grot into grotto
'It just came to us, why not do it naked?' London's first nude free runner captured in breathtaking images across capital

'It just came to us, why not do it naked?'

London's first nude free runner captured in breathtaking images across capital