Mars Bars Get Fashionable On The Catwalk In New Campaign

Mars Bars Get Fashionable On The Catwalk In New Campaign

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.


MARS Bar – Catwalk


Marketing Director: Matthew Graham

Brand Manager: Renee Lewington

Assistant Brand Manager: Alexandra Sciacca



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

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