Creative Work of the Week: Galaxy shifts focus to the modern heroine in topsy turvy spot
The first Audrey Hepburn-free spot since 2013 from Mars’ Galaxy has been voted Creative Work of the Week, garnering your votes with its phantasmagorical Thought Train and renewed focus on the hectic life of the modern woman.
Co-created by AMV BBDO and BBDO New York, the ad taps into the current urban trend for mindfulness. It follows the Shakespearean actress and poet Jade Anouka as she makes her way through a locomotive full of surprise twists and turns, beginning with a cursory glance of her smartphone but ending on a topsy-turvy voyage through the train.
When she lands back in her seat and into reality, she puts her phone aside and instead chooses to snap off a chunk of Galaxy chocolate.
Soundtracked by a cover of The Pixies’ ‘Where is my mind?’, the spot forms part of a new £3m campaign. Mars has stated that online advertising will play a ‘key role’ in supporting the TVC from its launch through to the end of 2017. It will begin its run in the UK and Ireland, before heading to the US under the Dove brand.
The ad will then roll out across all Galaxy and Dove markets.
Michele Oliver, vice president of marketing at Mars Chocolate UK, said: “A strong female icon has always been at the heart of the Galaxy story and our new heroine, Jade Anouka, is no different. She is a representation of the modern day, empowered woman and we hope that through this advert, our audience will be able to identify with the symbolic world she finds herself in.”
Mars Chocolate’s Galaxy confirmed it has sealed the coffin of its resurrected advertising star, Audrey Hepburn, choosing instead to feature a ‘modern day heroine’ in its first global campaign since 2013.
