Adam&eveDDB is making its Super Bowl debut this year – for Mars’ Skittles – and, as with most advertisers, the ad’s been launch before the game. It’s more than timely for A&E (which also handles Mars’ Temptations cat treats in the US – as the Omnicom-owned agency agency is in the process of opening a new office in New York, the first in a mooted network.
Reassuringly heartless, as the best British humorous ads used to be before we all went soggy on the internet.
MAA creative scale: 7.
A&E decided to open a New York office after winning a chunk of Samsung business but Mars could be the more important client over the long term. The food and petcare giant is still privately owned which means that it tends to be more loyal to its agencies than others; having no need to chase elusive “shareholder value,” which usually means over-mighty procurement departments and endless account reviews.