Twix’ Two Is More Than One campaign by adam&eveDDB got off to a good start. With good reason. It underlines the essence of the chocolate bar, everyone wants more and the campaign allowed adam&eveDDB to create a gripping cinematic hero commercial featuring a mad car ride that ends up going off a cliff (literally). Attention magnet advertising.
Sadly, five people didn’t like the mad car ride. They said it encouraged dangerous driving. The idea that the commercial was a “cinematic presentation” set in a “world that was absurd, fantastical and removed from reality”, and continued the brand’s tradition of playful and absurd humour, as argued by Mars-Wrigley, was dismissed by the ASA. The regulating body told Mars-Wrigley “not to condone or encourage irresponsible driving that was likely to breach the legal requirements of the Highway Code in their ads”.
Watch the commercial:
