The latest instalment of Maltesers’ long-running ‘Look on the Light Side’ campaign looks at how women are getting together online, supporting each other by laughing through the ups and downs of life in quarantine. The new series of ads shot entirely through video conferencing, takes a humorous look at the struggles of balancing work-life with young children, video-dating and living alone.
This Maltesers campaign, created by AMV BBDO, was produced, directed and shot entirely remotely, without any user-generated content. Award-winning director James Rouse (Outsider) is behind the virtual camera, partnering with AMV, in new and innovative ways to produce the work, ultimately reinforcing the important #Stayhome message.
Maltesers has a history of encouraging and celebrating laughter as a mechanism to break down barriers and bring women together. The brand took an important first step in normalising the representation of disability in advertising when it launched the award-winning ‘Look on the Light Side of Disability’ campaign during the 2016 Rio Paralympics. More recently, the campaign continued, using the power of laughter to speak of the challenges facing underrepresented groups from the older workforce and LGBT+ community.
As the Covid-19 pandemic presents new and unique challenges to the whole country, this new digital campaign reinforces the #stayhome message and shines a spotlight on some of the day-to-day challenges facing women in self-isolation. The ads go beyond feel-good montage, to reflect the reality of life at home and show how women are using humour to create connection and make each other feel better in these extraordinary circumstances.
Of course, no one should have to face their challenges alone and we recognise that for some people isolation is no laughing matter. On social media, the campaign will be supported by mental health charity Mind, signposting help and advice at mind.org.uk/together for those struggling with isolation.
Creative Agency: AMV BBDO
Copywriter: Tim Riley / Jack Smedley / George Hackforth-Jones
Creative Director: Polina Zabrodskaya & Matt Swinburne
Agency Planner: Olivia Stubbings
Agency Account Team:
Richard Moloney- Client Partner
Jonny White- Board Account Director
Matt Thomas- Senior Account Director
Chloe Hogan- Senior Account Manager
Agency Producer: Sophie Honour
Media Agency: Mediacom
Media Planner: Dominic Falquero
Production Company: Outsider
Director: James Rouse
Editor: Art Jones @Work Post
Production Co. Producer: Benji Howell
Post-production Company: Framestore
Business Affairs: Ashley McLeod
Audio Post-production: String & Tins