Creativity

Escape Twitter With Your Chocolate, Says Mars-Owned Galaxy / Dove Spot

U.K. Spot Starring Jade Anouka Will Run as Dove Ad in the U.S.

By Alexandra Jardine. Published on Sep 05, 2017

Editor's Pick

Galaxy, the Mars-owned U.K. chocolate brand known as Dove in the U.S., portrays chocolate-eating as a relaxing escape from the pressures of social media and digital technology overload in a new campaign by AMV BBDO.

Replacing its previous campaign which resurrected Audrey Hepburn in CGI, the brand has chosen actor and poet Jade Anouka as the new face of the brand. The ad depicts her on a train journey, where first she's distracted by a mysterious blue bird (a barely-disguised Twitter reference), then, as she follows it into another compartment, bombarded by post-it notes and video-game style shapes. Finally, she fights her way out of the tech nightmare, switches off her phone and sits back to enjoy her bar of chocolate.

Directed by Sam Pilling from Pulse films, the campaign was co-created with BBDO NY; while the Galaxy version will run in the U.K. & Ireland on TV, in cinemas and online, the Dove version will be seen in the U.S.on YouTube only.

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About

Credits

Date
Sep 05, 2017
Agency:
Abbott Mead Vickers BBDO London
Client:
Galaxy
Mars UK VP Marketing:
Michele Oliver
Galaxy® UK Marketing Director:
Olivia Cheng
Galaxy® Marketing Manager:
Nigel Lorimer
President, Mars Wrigley Confectionary USA:
Berta De Pablos-Barbier
Brand Director, Mars Chocolate North America:
Kerry Cavanaugh
Sr. Brand Manager, DOVE® Chocolate Mars Chocolate North America:
Leslie Philipsen
Creative Director:
Rosie Arnold
Creative Director:
Melinda Kanipe
Creative Director:
Mandy Hoveyda
Creative Partner:
Mike Crowe
Creative Partner:
Rob Messeter
Global Chief Creative Officer:
David Lubars
US Chief Creative Officer:
Greg Hahn
Agency Planner:
Emily Harlock
Agency Planner:
Michael Case
Agency Planner:
James Miller
Managing Partner:
Katy Talikowska
Board Account Director:
James Drummond
Account Director:
Natasha Hoban
Account Manager:
Abderrahim Hafiz
EVP, Global Account Director:
Susannah Keller
Account Director:
Ashley Gill
Account Executive:
Melissa Higgins
Agency Producer:
Trish Russell
Agency Producer:
Felicity Bamber
Executive Producer:
James Sorton
Media Agency:
Zenith
Media Planner:
Mediacom
Production Company:
Pulse
Director:
Sam Pilling
Producer:
Arlene McGann
Post Production Company:
Framestore
Sound Studio:
750MPH
Sound Studio:
Sam Ashwell
Sound Studio:
Jake Ashwell
Editing Company:
Speade
Editing Company:
Ellie Johnson

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