​Maltesers and AMV BBDO celebrate the women who reject the status quo

Maltesters takes its humorous look at women’s lives into new territory with its latest instalment of AMV BBDO’s Look on the Light Side brand platform. The risqué approach is designed to challenge taboos around the way different generations respond to life’s big questions.

When Helen’s aunt asks her, “How’s your love life?” she responds “Good thanks. Yours? Uncle David keeping you satisfied?”. The aunt responds with a smile and swaps glances with her husband, enjoying her niece's retort and the humour of the exchange.

In another execution, a middle-aged dad introduces his grandmother’s date as a “companion” to the rest of the family, but grandma isn’t having any of it. She announces breezily: “He calls us that because he doesn’t want to imagine us getting it on.”

Behind the laughs giving women a moment of respite in this new integrated campaign, Maltesters is making a serious point about society’s expectations, just as it did with its equally funny and pioneering ads tackling issues around maternal mental health and disability.

The Mars-owned brand has become known for pushing boundaries around representation of women, thanks to its honest portrayals of real experiences. By laughing through the tough stuff, Maltesters help women build resilience, while educating audiences about the challenges they face.

Speaking about the new campaign Ellyse O’Connor Europe Regional Brand & Content Manager, Maltesters said: “There’s a constant pressure on women to hit certain milestones at certain times. Get engaged, buy a house, have kids, take up needlepoint. But there’s no ‘right’ way to go through life, so let’s celebrate women who reject the status quo, live life at their own pace, and do it with a sense of humour.”

AMV BBDO creatives Rachel Tweedy and Jamie Chang said, “We wish women could always respond to those annoying questions like this”.

According to Brandsplaining published in 2020, only 3% of ads show women being funny, but female writing has shone through in recent years, with TV shows like Everything I Know About Love, I May Destroy You and Fleabag demonstrating a global demand for a different narrative.