Mars Bar says ‘Put some play in your day’ in fun new campaign via Clemenger BBDO, Melbourne
CB Exclusive – Clemenger BBDO Melbourne and MARS have launched the new Mars Bar ‘Put some play in your day’ line with the latest TV campaign.
The first execution, Catwalk, is inspired by an original Jean Paul Gaultier pret-a-porter show – with a twist.
MARS marketing director, Matt Graham, thinks Mars Bar consumers will love the humour in the new spots.
Says Graham: “We’ve moved away from the ‘rational’ energy space and injected a lot more fun and creativity, which I think will give it longevity. We’re excited to be forging a new start for one of the world’s best-loved chocolate brands.”
Clemenger BBDO Melbourne creative director Stephen de Wolf explains the rationale behind the change in creative direction.
Says de Wolf: “In the past, eating a Mars Bar was a catalyst for a huge uplift in energy. But we’ve all moved on and now that space is owned by energy drinks. The new positioning is about a ‘mental’ uplift – short lived moments that are more fun. The campaign we are rolling out shows that we are not taking life too seriously.”
Jennifer Chin, group account director at Clemenger BBDO Melbourne says the agency was very excited when Mars settled on the ‘Put some play in your day’ line.
Says Chin: “It gave us a credible way to express the product benefit for Mars. We can see an infinite number of entertaining executions coming out of this for the next ten to twenty years.”
Catwalk was shot in London with director Ulf Johanssen, responsible for work on campaigns including Old Spice, Snickers, Skittles, Cadbury and Miller Lite.
The campaign will launch across online & TV.
The second TVC in the campaign is already in production.
MARS Chocolate Australia
Marketing Director: Matthew Graham
Brand Manager: Renee Lewington
Assistant Brand Manager: Alexandra Sciacca
Agency: Clemenger BBDO, Melbourne:
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Stephen de Wolf
Art Director: Lee Sunter
Executive Producer – TV: Sonia von Bibra
Senior Agency Producer – TV: Tania Jeram
Managing Director: Paul McMillan
Group Account Director: Jennifer Chin
Senior Account Director: Tim Clark
Account Manager: Sam Ayre
Account Executive: Zara Cooper
Planning Director: Michael Derepas
Planner: Matt Pearce
Production Company: Smith & Jones
Director: Ulf Johansson
Executive Producer: Philippa Smith
Cinematographer: Andrzej Sekula
Offline editor: Jack Hutchings – The Butchery
Final Grade: Martin Greer – The Refinery
Online editor: Eugene Richards – The Refinery
Senior Post Producer: Freya Maddock
Sound: Paul Le Couteur at Flagstaff Studio
Song: Pump Up The Jam
Music Supervision: Karl Richter – Level Two Music
32 Comments
Sorry, doesn’t work for me. Production values high. Wittiness and humour low. Just another ad being silly. Shame, because it doesn’t look like a cheap production.
Love it
was looking for the ‘mop juice’ to get all over the crowd?? Come on. Wet the fuckers down!!
Why am I just left feeling empty?
To quote Peggy Lee/Mad Men: “is that all there is?”
Shocker given brand status and obvious budget, and big “fly-over-to London director shoot.”
A good concept tucked away in a heavy-handed and unsophisticated execution.
Hubris obviously prevented anyone from seeing where this low standard production falls over.
Start with the cringe-making cliche ‘mop-bearing cleaner’ and ‘fashionistas’. Back up to the flat sound track. Continue to a brick of an editing job. Finish with a whimper.
Had potential to be slick, FUNNY and a gorgeous translation.
What a put-down to our local industry that could have delivered way up and over.
Imagine the nightmare scenario of a stand up comedian going out on stage and telling his gag to a packed house, only to receive a tumultuous silence…..that’s what this is like. It’s just not funny.
@Grownupproducerneeded, your website is amazing. 10/10.
I love it.
An execution looking for an idea.
Thanks @Digital for your kind comment about my website.
As a freelancer, it’s all pretty much the result of the sharing that goes around when we keep things with ‘local’ creatives.
This one sticks more than usual as the offshore attempt doesn’t seem to have outshone the ‘local’ ability.
I like it. Not a rib tickler but put a smile on my face.
Was expecting a post product gag where people were now wearing fashionable overalls and carrying mops as fashion accessories on the streets of Paris.
I think it’s well done. The beginning stumbles a wee bit, but from there on it works a treat and is well cut.
It certainly made me stop, look and smile – and, as I’m no longer directly in the industry, I tend to ignore most TVCs.
I clicked through to this article to have a look at the Mars ad, but I’ve been caught off guard and well and truly distracted by @grownupproducerneeded’s website.
One one hand I’m sure it’s a joke. On the other, too much effort has been put into it to be a joke. Can someone please clarify what’s going on?
They mopped the floor with this one.
Can everyone please stop slagging on @grownuproducerneeded. Its obviously a very elaborate joke that you just don’t understand. Best mockusite ever! Looking forward to your next criticism of other people’s work.
Great light hearted advertisement. Brought smile to us all. How can people knock it when it is just a bit of fun.
I loved this just for it’s sense of fun.
My favourite Ad of the moment.
so fucking good, who ever thought of this idea should get a raise or a prize. This is the only advertisement campaign that i am actually looking forward to seeing on the tv. It is so hilarious, i cant stop laughing and the way that he starts working just makes me just cry hahaha. but advertisements are suppose to make people buy your product and this advertisement has surprisingly make me buy mars bars and a lot of them hahaha. This advertisement also puts out a message an idea that you can still have fun while you work, even if you are getting paid or not.
also the choice of music just works and everyone who worked on this advertisement no matter what you did well done.
and to all the fuck heads who feed negative comments fuck you, you just don’t know a good ad when you see one
best advertisement ever made!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Bloody brilliant. Thank God something really funny with great panache comes along now and then but not often enough.
Having read some of the negative reviews I just feel sorry for their lack of humour.
I Stop and watch it every time it plays.
Nothing else very funny on TV these days.
Give me more and thank you.
this is the best ad I’ve seen in a long while its so down to earth and certainly gets the attention top marks to the people who made this ad
absolutely brilliant!! I’ve seen this ad about 100 times and I still ROFLMAO!! fantastic!!
Very funny…the cleaner is brilliant & upstages the models.
I smile each time I see the ad!
Best ad for a long long time. Watched it countless times. So clever because it’s refreshing, simple, and ‘basic’ at the same time. Needs to go for longer. Too short. I love the ‘tongue-in-cheek’- attitude. Music very ‘catchy’.
Very Australian. Please extend this ad. Bloody brilliant.
Great advert I love it,he reminds me of my brother in law, I can see the funny side ,its a gem
Great advert Mars, i love it
Just saw this for the first time today. Love it! Not enough funny ads on television lately.
It’s original and funny but why don’t they show the whole advert anymore? They miss out the best bit where he skips along the catwalk!
Please can anyone tell me the name of the actor who plays the janitor.
And I love this ad!
i have chosen to do a speech about the ad. I love it!
who is the target audience