Valentine’s Day has been given a 2017 approach in AMV BBDO’s ad for Mars’ Galaxy chocolate. The ad is also a story with a moral for the modern woman, and it goes like this.

Cupid has grown up. And he’s having trouble catching the modern woman with his bow and arrow.

So the story’s heroine is racing about in her busy life missing love opportunities (feels about right, yes?) as Cupid hits all sorts of unintended targets.

Eventually, the woman stops to take a chocolate break and Cupid hits her with an arrow. Then Galaxy spells out its message – Rush less, feel more.

The campaign is a very clever way of getting every woman’s attention. Its production qualities are superb. And if stopping to eating more chocolate is the gateway to true love, the world is a better place than we all think.

Credits:

Agency: AMV BBDO

Creative directors: Nicholas Hulley & Nadja Lossgott

Copywriter: Caio Giannella

Art director: Diego de Oliveira

Planner: Cat Collins

Account management: James Drummond, Robyn Rieu & Callum Raines

Producer:  Darapen Vongsa-nga

Production company: MJZ

Director: Juan Cabral

Producer: Stephen Johnson

Post production: MPC

Editing: Rick Russell @ Final Cut

Music composers: Andrew Kingslow & Peter Raeburn for Soundtree Music Limited

Audio post production: 750mph

Media: MediaCom

Client: Galaxy (Mars)

UK marketing director: Olivia Cheng

Marketing manager: Nigel Lorimer