Now AMV BBDO shows its 20-second credentials in big new campaign for Maltesers

It’s turning out to be the year of 20-second ads – recently we’ve had such campaigns from Wieden+Kennedy for Maynards and adam&eveDDB for Harvey Nichols – and now it’s AMV BBDO’s turn for Mars’ Maltesers. Part of a series of four with more to come.

Maltesers brand director Fabio Alings says: “This is an exciting year for the Maltesers brand. Not only are we back in living rooms across the country with our biggest ever UK TV campaign, but 2016 is also the year which sees us celebrate the brand’s 80th anniversary – we’ve been providing our British consumers with a lighter way to enjoy chocolate since 1936.

“We have always encouraged fans..not to take themselves too seriously, and this continues to influence our creative approach as seen in our quirky new adverts.”

Indeed. After years of long-form ads old, trad 30-second ads seem just that – old, trad and not very effective. Somehow these 20s work much better. Less temptation to try to say too much perhaps.

And they seem to offer a new way of producing old-style (in the sense of more than one ad) TV campaigns. Even featuring that old stand-by, two ladies in a kitchen.

Welcome to new content land.

This campaign? As they don’t say in content land, frightfully good.

MAA creative scale: 8.

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