Maltesers airs new ad campaign as part of Channel 4’s diversity initiative

A new set of Maltesers ads feature characters making light of their disabilities in the latest iteration of the brand’s ‘Look on the Light Side’ campaign.

Maltesers ad

Back in June, Channel 4 announced that Maltesers and ad agency AMV BBDO had won its Superhumans Wanted competition, which offered £1 million of the broadcaster’s commercial airtime to a brand that featured disability in its ad campaign.

Part of a wider initiative from the channel to promote diversity (which Channel 4’s chief marketing and communications officer Dan Brooke discusses in this interview with CR’s Rachael Steven from earlier this year), the completed ads will broadcast during the opening ceremony for the 2016 Paralympics Games tomorrow evening.

In keeping with the ‘Look on the Light Side’ theme established in earlier Maltesers ads, they see characters taking a humorous look at awkward and embarrassing situations, which in these new ads have all been inspired by real-life stories from disabled people. Check out the three spots below:

Agency: AMV BBDO
Creative director: Tim Riley
Creative: Dave Buchanan
Director: Clay Weiner
Production company: Biscuit

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