Ad of the Day: How Bad Tech and Big Hair Delayed the Invention of Twix Bites for 30 Years

A mini snack with many setbacks

Add the mind-numbing slowness of '90s dial-up Internet, the panic surrounding the Y2K bug and the  hair styles of the '80s to the list of reasons why bite-size Twix candy bars weren't introduced years ago.

Four amusing new spots from Mars Chocolate and BBDO New York continue the tongue-in-cheek Twix campaign explaining how all kinds of crap in decades past delayed the miniaturization of the chocolate-coated caramel and cookie treat.

The latest ads focus on the follies and foibles of Web 1.0, with "Dial Up" recalling the plodding pace of old-style Internet connections, while "Y2K" revisits the turn of the century, when some feared that computers would malfunction en masse. The latter clip features a great comic turn by an office geek who's so obsessive, balding and paranoid, he's clearly management material.

Another new spot features the unfortunate side effect created by combining tall '80s hi-top fade haircuts with pump sneakers, while the fourth mourns the loss of an office drone's beloved Tamagotchi. Apparently, Twix employees in earlier eras had incredibly short-term memory.

You can also call 1-844-WHY-SO-LONG for year-by-year information about the Twix Bites delay. (According to the message we got, in 1980, the company spent its entire R&D budget removing the shag carpeting from its offices.) 

Two earlier TV spots in the campaign had an '80s vibe and dealt with, respectively, an overabundance of noxious hairspray and the addictive qualities of Walkman-style cassette players. The "Walkman" spot boasts the killer line "They put Billy Ocean in a box!" That ad will run during the MTV Video Music Awards on Aug. 24.

Much like the mini-snacks they advertise, this campaign's morsels of humor don't completely satisfy, but they're sweet enough to leave you craving more.


Agency: BBDO New York
Client: Mars, TWIX Bites
Title: “Dial-Up” & “Y2K”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
ACD/Copywriter: Matt Herr
ACD/Art Director: Justin Bilicki
Director of Integrated Production: Dave Rolfe
Group Executive Producer: Amy Wertheimer
Executive Producer: Alex Gianni
Producer: Patrick Smith
Senior Account Director: Lisa Piliguian
Account Director: Phil Brolly
Account Manager: Ashley Gill
Account Executive: Aparna Joshi
Production Company: Smuggler
Director: Jun Diaz
Executive Producer: Lisa Rich
Producer: Alex Waite
Project Manager: Justyna Wojcik
Director of Photography: John Barr
Art Director: Rene Vas
Recording Studio: Heard City
Sound Engineer: Evan Mangiamele
Editorial Company: P.S. 260
Editor: Robert Ryang
Producer: Zarina Mak
Visual Effects House: Eight VFX