Maltesers believes that life is better when we don’t take things too seriously and the new campaign shows people demonstrating this lighter attitude to life with the help of Maltesers. The TV campaign debuted during Britain’s Got Talent on May 7, with a 20-second advert – the first in a series of four, with a further three 20 second adverts scheduled.
Supported by a media investment of £10m, the series of four Maltesers adverts will air throughout the year. In addition to the £10 million media spend dedicated to TV, the new campaign will also be brought to life across digital channels using a YouTube pre-roll.
With the help of Maltesers, the first in a series of four different adverts sees an uncomfortable scenario become a little more lighthearted. The heroine breaks some bad news to her soon-to-be ex-boyfriend, confronting him about a not-so-secret office romance. She then tells him she’s kicking him out to live with his mother, before enjoying one of the delicious milk chocolate honeycomb Maltesers to lighten the moment.
The remaining three adverts explore equally uncomfortable scenarios, including a doctor coming clean about an unfortunate date – complete with a wardrobe malfunction. Another explores a shop assistant breaking some seemingly shocking news to her colleague about a friend’s grandmother. The final scenario shows two friends gossiping over why Barney the dog isn’t quite himself after a rather personal visit to the vet.
Fabio Alings, Maltesers Brand Director, 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 of our Maltesers brand to not to take themselves too seriously, and this continues to influence our creative approach as seen in our quirky new adverts. We’re excited to be kicking off our campaign by sharing a light-hearted moment with the nation in a primetime slot this Saturday night.”