Cannes 2012: Twix to introduce 'rivalry' between brand's two fingers

Cannes 2012: Twix to introduce 'rivalry' between brand's two fingers
Cannes 2012: Twix to introduce 'rivalry' between brand's two fingers

Mars, the 2012 Cannes Lions Festival's Advertiser of the Year, used the event this afternoon to unveil a new global campaign for its Twix chocolate brand.

The 60-second ad, which launches in the US and Germany in July, and later around the world, portrays a rivalry between the ‘left Twix’ and the ‘right Twix’, humorously brought to life in the story of two Victorian factory owners producing the rival bars. A voiceover narrates how the two factories came to exist.

A second execution brings the story up to date with the rival factories and their bosses still slugging it out.

David Lubars, executive creative director at Mars agency BBDO, said the brief for the campaign, which will be rolled out in digital and other channels, involved searching for a ‘unifying idea’ for the Twix brand. The resulting ad ‘taps into the human condition of people loving rivalry’.

The ad urges viewers to ‘try both and pick a side’.

Bruce McColl, Mars’ global chief marketing officer, will collect the Advertiser of the Year tomorrow night on behalf of Mars and its agencies, including Omnicom creative shops BBDO and DDB and Publicis Groupe media agency Starcom MediaVest.


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