By John Glenday | Reporter

June 27, 2022 | 3 min read

Maltesers is continuing its crusade to represent marginalized demographics with a celebration of women who live life on their own terms.

As part of AMV BBDO’s ‘Look on the Light Side’ brand proposition, the television campaign deploys humor to shatter societal taboos around maternal health and disability.

The latest execution sees the confectionary brand set ageism in its sights with a risque approach to intergenerational household strife. In the ad ‘Companion,’ a man introduces his grandmother’s date as a ‘companion’ to the family, only to be shot down in flames by the formidable matriarch who proclaims: “He calls us that because he doesn’t want to imagine us getting it on.”

Ellyse O’Connor, Europe regional brand & content manager at Maltesers, said: “There’s a constant pressure on women to hit certain milestones at certain times. Get engaged, buy a house, have kids and take up needlepoint. But there’s no ‘right’ way to go through life, so let’s celebrate women who reject the status quo, live life at their own pace – and do it with a sense of humor.”

Sebastian Thiel, director, writer and producer at production company MindsEye, added: “I love using comedy to challenge conventions. The focus here was on the awkward moments and the brilliant, funny women pushing against the stigma in their own tongue-in-cheek way.”

Striving for authenticity, Maltesers presents an honest portrayal of the real-world experiences of women in later life as a means of educating audiences about the pitfalls of excess prudishness.

Complementary social, radio and out-of-home (OOH) commissions will spread the message beyond the small screen as Maltesers cements its reputation as a force for social good.

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