Mars Chocolate is set to shake up its advertising strategy to ensure disabled actors are given prominence in its TV commercials.
The change will begin with a new ad series for Maltesers, scheduled to make its TV debut tomorrow (7 September) to champion diversity and disability.
Airing during the Channel 4 coverage of the Paralympic Games opening ceremony, the adverts star disabled actors and were developed in response to C4’s Superhumans Wanted competition to encourage advertisers to think differently about how they represent disability in their campaigns, winning Mars and agency AMV £1m of the broadcaster’s commercial airtime.
Disability charity Scope advised Mars on casting the new ads via specialist agencies that represent disabled actors – to which the supplier plans to send casting calls for all future commercials “even if the script isn’t about disability in any shape or form”, Mars Chocolate VP of marketing Michele Oliver told The Grocer.
The new series – part of Maltesers’ ongoing Look on the Light Side activity – comprises three comical creatives inspired by real-life stories from disabled people of ‘universally awkward’ situations: a dancefloor accident, a mishap with a pet, and a misunderstanding with a new boyfriend.
One ad, Theo’s Dog, features no dialogue or narration and uses only sign language to communicate. It includes subtitles, but a version without subtitles is set to appear on the small screen in what Mars claims is an industry first.
The confectionery giant had “a responsibility and a role to play in reflecting diversity in everyday media”, claimed Oliver. “This is a first step for us and, with a fifth of the UK population living with a disability and the nation focused on the Paralympics, this is the right time to join the conversation.”
She went on to say Mars would explore diversity “as a creative platform” and called on other fmcg businesses to follow the example by getting together and “doing the right thing”.
“We’ve got the power to make a real difference through the voice we have. It’s the right move for business – and for attracting more diverse talent to the industry,” she claimed.
Scope worked with Mars on accurately representing the experiences of disabled people. The charity’s director of external affairs, Lisa Quinlan-Rahman, hoped Maltesers’ use of humour would “get people thinking differently about disability and help break down the barriers many disabled people face”.
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