The bad: Mars
It’s quite a mystery that a powerhouse brand like Mars has come up with such an amateur video in the build-up to the World Cup.
As part of their World Cup campaign, which features England players Steven Gerrard, Daniel Sturridge and Danny Welbeck, Mars show a fan giving the players some mind boggling instructions on how to take their free-kick in a game situation. Somehow the trio understand the directions and manage to pull off a Free-kick and score a goal. The advert then finishes off with Gerrard dedicating his goal to the fan.
The problem with this advert is that the concept and execution of the advert is tacky and also overly cheesy. There’s also no real purpose behind the campaign and it lacks any sense of imagination. We only wish Mars could post more videos with more emotion and a better story, just like their one from 2012;
The ‘just play’ project advertisement was a polar opposite of Mars’ latest advert as it shared emotion and relevance to humanity, whilst showcasing a great sense of togetherness within communities on a deeper level. This advert was also a great reflection of the confectionary brand values that does a lot of work with the FA for amateur football clubs in the community. Hopefully we’ll see more adverts of this ilk from Mars in the future.
Our last instalment of the good, bad and strange of this summer’s World Cup advertisements will be here tomorrow!