Maltesers
United Kingdom
In its own small way, this confectionery ad might have been the bravest commercial of 2020. It was the first Covid-19 themed ad we’d seen to try and find a lighter side in the weird circumstances of lockdown, with a group of mums sharing their home baking experiments with their kids on a video chat. One of them proudly displays her creation – and doesn’t get quite the response she was after.
It’s not the most subtle of jokes, but the ad sells it because the acting of the four mums – who appeared in a series of ads in Spring and Summer – is so good. They feel natural, and familiar to anyone who’s been forced onto video for their socialising – which, let’s face it, is most of us. And by finding the human side of a pandemic, it also found a warm audience reception and a 5-Star score.
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