Maltesers: PowerPoint; Accountant

AMV BBDO London has released its newest campaign for Maltesers, titled, Celebrating Similarities. The campaign taps into the brand’s purpose 
of uniting people through their similarities and also aims to challenge the stereotyping and misrepresentation of women in a light-hearted way.

The two new TV spots - Accountant [below] and Powerpoint [top] - feature stories which celebrate women of varying ages and sexualities and are based on conversations with a diverse range of women talking about their real-life experiences and how they look on the lighter side of life.

The campaign, shot by Biscuit's Clay Weiner, is a continuation of Maltesers' commitment to represent the diversity of its customers through its marketing. Following its award-winning entry for the Channel 4 Superhumans Wanted competition in 2016, the Maltesers brand has become synonymous with brave, taboo-challenging work. The new campaign confirms this position and uses a lightness of touch to tackle previously ‘unmentionable’ topics.

The brand partnered with leading charity Age UK who consulted throughout the the creation of the ads to ensure all communications are accurately and lightheartedly delivered. UK charity Stonewall also helped source some of the focus groups who contributed ideas to inspire the creative.