Tuesday 28 January 1997
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
Actress isn't a fan of Ed Miliband
Do you qualify – and how do you get it?
Tamir Rice: 12-year-old boy playing with fake gun dies after being shot by Ohio police
Sarah Vine criticises lesbian mother Jack Monroe: 'If she was unsure about her sexuality, she should have taken greater precautions'
Black Friday 2014: Opening times for Asda, John Lewis, PC World, GAME and Argos
'Underwater Pompeii' found off the coast of Greek island Delos
Madeleine McCann latest: Kate and Gerry McCann 'welcome' search in lake near Praia da Luz
- 1 Sarah Vine criticises lesbian mother Jack Monroe: 'If she was unsure about her sexuality, she should have taken greater precautions'
- 2 Black Friday 2014: Opening times for Asda, John Lewis, PC World, GAME and Argos
- 3 To help fuel their propaganda machine against the poor, our government has now decided to redefine the word 'welfare'
- 4 Jeremy Hunt: 'I took my children to A&E because I didn't want to wait for GP appointment'
- 5 Girl, 7, gets Tesco to remove 'stupid' sign suggesting superheroes are 'for boys'
£18000 - £25000 per annum + £35k ote: h2 Recruit Ltd: Looking for your first s...
£19000 - £30000 per annum: Recruitment Genius: This publishing house has been ...
£20000 - £28000 per annum: Recruitment Genius: Award winning Peterborough base...
£35000 - £40000 per annum + progression, upskilling: Langley James : PHP Devel...