Maltesers champion diversity and disability in Paralympics Games push via AMV BBDO London
Mars Chocolate in the United Kingdom is today launching a new series of adverts for the Maltesers brand that champion diversity and disability. The campaign goes to air for the first time on Channel 4 during tonight’s 2016 Paralympics Games Opening Ceremony.
The new ads, created by Mars Chocolate and AMV BBDO London, are the latest in the Maltesers ‘Look on the Light Side’ series and were developed in response to Channel 4’s Superhumans Wanted competition. Mars Chocolate UK and creative agency AMV BBDO London won 1 million pounds of the broadcaster’s commercial airtime for developing a bold, creative idea which puts disability and diversity at the heart of their campaign.
The series comprises three ad creatives, all inspired by real-life stories from disabled people, celebrating universally awkward situations; from embarrassing moments with new boyfriends to behaving badly at a wedding – where the best thing to do is simply look on the light side of life. In an industry first for the UK, one of the adverts will be aired in silence using just British Sign Language to communicate – and no subtitles will be used.