The new ad sees a melodramatic father and son so engrossed in their video game they won't come to the dinner table
Mars Food and its creative agency AMV BBDO have launched a new global campaign for DOLMIO starring a new family featuring award winning British actor, Dominic West, as the Dad.
The new ad, called “No drama™”, sees a melodramatic father and son so engrossed in their video game that they are reluctant to come to the table for dinner – until mum announces that it’s spaghetti bolognese on the menu.
Clarence Mak, Global Chief Marketing & Customer Officer, Mars Food, explained the insight behind the new campaign: “This campaign stems from what we know about families – sometimes dinnertime can be the most stressful part of the day. We wanted to show the power of our brand - a delicious, tempting meal can bring every family together.”
James Drummond, Board Account Director at AMV BBDO added: “To celebrate drama-free mealtimes we were excited to call on one of the best known dramatic actors out there to help launch our new campaign. We appreciate how stressful and drama filled preparing and cooking a nutritionally balanced meal can be so showing the meal maker that we understand their predicament and can help them on this journey was an obvious step for the number one Italian cooking sauce brand.”
The new TVC will launch in the UK with a special 60” roadblock on Friday 18th August and will air at the same time across all major commercial channels (including ITV, Channel 4, Channel 5 and Sky) as well as online. The campaign will initially run from August to October, and is then likely to run into 2018. It will run globally on TV and online from 18th August.
Marketing Director:Clare Dawson (Mars UK)
Global Brand Development:Clarence Mak (Global Chief Marketing & Customer Officer)
Global Brand Director:Armando Reyes ( Global Battlefield Director, Italian)
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