Working in partnership with disability charity Scope, Mars Chocolate UK is launching three new ads for its Maltesers brand in its latest campaign, focusing specifically on the lighter moments in the lives of those living with a disability.
The adverts, created in response to a Channel 4 initiative which gave away £1m of its commercial air time to help improve representation of disability in TV advertising will air during the Paralympic Games Opening Ceremony on Channel 4 tonight.
Research from Scope, which has partnered with Mars Chocolate on the development and production of the adverts, highlighted the need for fairer representation in the media of the fifth of the population in the UK who are disabled.
Inspired by real-life stories, the adverts follow the familiar Maltesers creative concept of friends sharing embarrassing moments, from new boyfriends to behaving badly at a wedding – where the best thing to do is simply ‘look on the light side.’
Michele Oliver, VP of Marketing at Mars Chocolate UK: “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in reflecting diversity in everyday media. This is a first step for us, and with a fifth of the UK population living with a disability, and the nation focused on this great sporting event, this is the right time to join the conversation.
“Mars is passionate about using the power of our brands for good and, thanks to the support of Channel 4, we’re proud to be starting our journey to reflect more of the glorious diversity of the Great British public through richer, more inclusive and inspiring advertising. And we hope this is just the start.”