Ad of the Day: Maltesers tackles ageism in intimate ‘Companion’ spot
Maltesers is continuing its crusade to represent marginalized demographics with a celebration of women who live life on their own terms.
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.