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
ebooksAn evocation of the conflict through the eyes of those who lived through it
News
REX/Eye Candy
science
News
A photo of Charles Belk being detained by police on Friday 22 August
news
News
i100
Sport
Alexis Sanchez celebrates after scoring his first goal for Arsenal in the Champions League qualifier against Besiktas
sportChilean's first goal for the club secures place in draw for Champions League group stages
Arts and Entertainment
Amis: 'The racial situation in the US is as bad as it’s been since the Civil War'
booksAuthor says he might come back across Atlantic after all
Extras
indybest
Life and Style
Google Doodle celebrates the 200th birthday of Irish writer Sheridan Le Fanu
tech
Arts and Entertainment
Vinyl demand: a factory making the old-style discs
musicManufacturers are struggling to keep up with the resurgence in vinyl
News
i100
News
In Eternal Sunshine of the Spotless Mind Jim Carrey and Kate Winslett medically erase each other from their memories
scienceTechnique successfully used to ‘reverse’ bad memories in rodents could be used on trauma victims
Arts and Entertainment
Singer Pixie Lott will take part in Strictly Come Dancing 2014, the BBC has confirmed
tv
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
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

Management Accountant

£30-35k + Excellent Benefits: Guru Careers: We are seeking a Management Accoun...

UI Designer / UX Designer

£40 - 60k + Amazing Benefits: Guru Careers: A UI Designer / UX Designer is nee...

SEO Manager / SEO Expert / Head of Search

£30 - 35k: Guru Careers: An SEO Manager / SEO Expert is needed to join an inno...

Business Development Manager / Sales Pro

£30 - 35k + Uncapped Comission (£70k Y1 OTE): Guru Careers: A Business Develop...

Day In a Page

Israel-Gaza conflict: No victory for Israel despite weeks of death and devastation

Robert Fisk: No victory for Israel despite weeks of devastation

Palestinians have won: they are still in Gaza, and Hamas is still there
Mary Beard writes character reference for Twitter troll who called her a 'slut'

Unlikely friends: Mary Beard and the troll who called her a ‘filthy old slut’

The Cambridge University classicist even wrote the student a character reference
America’s new apartheid: Prosperous white districts are choosing to break away from black cities and go it alone

America’s new apartheid

Prosperous white districts are choosing to break away from black cities and go it alone
Amazon is buying Twitch for £600m - but why do people want to watch others playing Xbox?

What is the appeal of Twitch?

Amazon is buying the video-game-themed online streaming site for £600m - but why do people want to watch others playing Xbox?
Tip-tapping typewriters, ripe pongs and slides in the office: Bosses are inventing surprising ways of making us work harder

How bosses are making us work harder

As it is revealed that one newspaper office pumps out the sound of typewriters to increase productivity, Gillian Orr explores the other devices designed to motivate staff
Manufacturers are struggling to keep up with the resurgence in vinyl records

Hard pressed: Resurgence in vinyl records

As the resurgence in vinyl records continues, manufacturers and their outdated machinery are struggling to keep up with the demand
Tony Jordan: 'I turned down the chance to research Charles Dickens for a TV series nine times ... then I found a kindred spirit'

A tale of two writers

Offered the chance to research Charles Dickens for a TV series, Tony Jordan turned it down. Nine times. The man behind EastEnders and Life on Mars didn’t feel right for the job. Finally, he gave in - and found an unexpected kindred spirit
Could a later start to the school day be the most useful educational reform of all?

Should pupils get a lie in?

Doctors want a later start to the school day so that pupils can sleep later. Not because teenagers are lazy, explains Simon Usborne - it's all down to their circadian rhythms
Prepare for Jewish jokes – as Jewish comedians get their own festival

Prepare for Jewish jokes...

... as Jewish comedians get their own festival
SJ Watson: 'I still can't quite believe that Before I Go to Sleep started in my head'

A dream come true for SJ Watson

Watson was working part time in the NHS when his debut novel, Before I Go to Sleep, became a bestseller. Now it's a Hollywood movie, too. Here he recalls the whirlwind journey from children’s ward to A-list film set
10 best cycling bags for commuters

10 best cycling bags for commuters

Gear up for next week’s National Cycle to Work day with one of these practical backpacks and messenger bags
Paul Scholes: Three at the back isn’t working yet but given time I’m hopeful Louis van Gaal can rebuild Manchester United

Paul Scholes column

Three at the back isn’t working yet but given time I’m hopeful Louis van Gaal can rebuild Manchester United
Kate Bush, Hammersmith Apollo music review: A preamble, then a coup de théâtre - and suddenly the long wait felt worth it

Kate Bush shows a voice untroubled by time

A preamble, then a coup de théâtre - and suddenly the long wait felt worth it
Robot sheepdog technology could be used to save people from burning buildings

The science of herding is cracked

Mathematical model would allow robots to be programmed to control crowds and save people from burning buildings
Tyrant: Is the world ready for a Middle Eastern 'Dallas'?

This tyrant doesn’t rule

It’s billed as a Middle Eastern ‘Dallas’, so why does Fox’s new drama have a white British star?