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
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 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