Mars Bars Get Fashionable On The Catwalk In New Campaign

Mars Bars Get Fashionable On The Catwalk In New Campaign
SHARE
THIS



Clemenger BBDO Melbourne and MARS have launched the new Mars Bar ‘Put some play in your day’ line with a new 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.

“We’ve moved away from the ‘rational’ energy space and injected a lot more fun and creativity, which I think will give it longevity,” he said.

“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.

“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,” he said.

Group account director Jennifer Chin says the agency was very excited when Mars settled on the ‘Put some play in your day’ line.

“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,” she said.

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.

CREDITS

MARS Bar – Catwalk

MARS CHOCOLATE AUSTRALIA:

Marketing Director: Matthew Graham

Brand Manager: Renee Lewington

Assistant Brand Manager: Alexandra Sciacca

 

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:

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

 

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]