Kids Teach Parents a Sweet Lesson in This Mars Campaign

What Really Matters at Dinnertime?

By Angela Doland. Published on Feb 18, 2016

Editor's Pick

The premise of this video from Mars Food Australia is simple: The brand asked ordinary Australians whom they would choose if they could have dinner with anyone alive or dead. The results were predictable. Nelson Mandela's name came up, and inevitably Kim Kardashian and Justin Bieber did too. Since it's Australia, Kylie Minogue was on the list.

After talking to adults, Mars and Clemenger BBDO Sydney asked their kids the same question. That's the interesting part -- and probably the reason the video has had about 14 million views, mostly on Facebook. The brand says the responses were unscripted.

The campaign, "Let's Make Dinnertime Matter," was for MasterFoods, Mars' brand name locally for products like spices, sauces and recipe bases. There was also a research report into what matters to Australians about dinners; a survey found that people care more about emotional connections than the food or setting. About 38% of people said avoiding arguments was the most important part of a home-cooked meal, more than eating nutritious food, at 33%.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Feb 18, 2016
Clemenger BBDO Sydney
Mars Food Australia
Paul Nagy
Luke Hawkins
Ben Smith
Senior Writer:
Chris Pearce
Art Director:
Sarah Parris
Senior Designer:
Daniel Mortensen
Head of Planning:
Kit Lansdell
Group Account Director:
Maddie Marsh
Senior Account Director:
Emily Taylor
Senior Account Manager:
George Robertson
Planner & Social Specialist:
Toby Clark
Senior TV Producer:
Katrina Maw
Senior TV Producer:
Jo Howlett
Senior Sound Engineer:
Anthony Tiernan
Senior Online Editor:
Toby Royce
Studio Manager:
Greg Lamb
Senior Retoucher:
Giles Davies
Production Company:
Will O'Rourke
Jonathan Kneebone @ The Glue Society
Managing Director/EP:
Michael Ritchie
EP/Head of Projects:
Josh Mullens
Serena Paull
Rob Marsh
Philip Horn
Camera Operator:
Jordan Maddocks
Post Production:
The Glue Society Studios
Post Producer:
Scott Stirling
Global Brand Director:
Richard Stear
Marketing Director:
Tim Hicks
Marketing Magager:
Dave Pearson
Senior Brand Manager:
Margaret Hooper
Production Company Stills:
The Pool Collective
Christopher Ireland
Cameron Gray
Petrea Lambert
Media Agency:
Buying Agency:
Ogilvy PR
Porter Novelli Sydney

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.