The humorous campaign will air today on Channel 4 on Demand
The latest instalment of Maltesers’ long-running ‘Look on the Light Side’ campaign reinforces the #stayhome message and looks at how women are getting together online and supporting each other by laughing. The new series of ads, shot entirely through video conferencing, takes a humorous look at the struggles of balancing work-life with young children, video-dating and living alone.
On social media, the campaign will be supported by mental health charity Mind, signposting help and advice at mind.org.uk/together for those struggling with isolation.
Kerry Cavanaugh, marketing director at Mars Wrigley UK, said: “We wanted to show that even if we’re lucky enough to have our health and our family, we might need a little (socially-distanced) help from our friends to get through lockdown. Maltesers’ long-running ‘Look on the Light Side’ campaign has always celebrated universally awkward and embarrassing situations by laughing through the tough stuff. Now we want to reinforce the #stayhome message by reflecting the reality of life at home and the ways that women are laughing together through the everyday ups and downs it brings.
“While laughing with friends is a great tonic, we’re mindful that for some people isolation is no laughing matter, so our social media campaign also signposts support available through mental health charity Mind.
“At over 80 years old, the Maltesers brand has been a part of people’s lives through generations of ups and downs, and we hope that it can still bring a much-needed smile and a moment of togetherness, even in these extraordinary times.”
Maltesers has a history of encouraging and celebrating laughter as a mechanism to break down barriers and bring women together. The brand took an important first step in normalising the representation of disability in advertising when it launched the award-winning ‘Look on the Light Side of Disability’ campaign during the 2016 Rio Paralympics. More recently, the campaign continued using the power of laughter to speak of the challenges facing underrepresented groups from the older workforce and LGBT+ community.