SWEETS TO THE SWEET

Grey Advertising has recruited four pop stars to appear in its first Twix campaign since the agency won the global account last year–and at least one of the stars is dedicating his effort to a high cause.
Overseen by creative directors Bob Skollar (Grey, New York) and Tim Mellors (Grey, London), the new spot, which breaks today, is tagged, “It’s all in the mix.”
Featuring solo artists Hoku and Anastacia, Collective Soul member Dean Roland and the Dave Matthews Band’s Boyd Tinsley, the spot looks and sounds like a music video, featuring a catchy chant.
The Mars candy company, which makes the combo cookie-chocolate bar, is so confident that the spot’s music will catch on with teens, it is distributing the soundtrack to dance clubs nationwide.
Meanwhile, Tinsley has pledged his earnings from the spot to Columbine High School, which needs to rebuild its library one year after the shooting rampage there. Talk about sweet thinking.
–Kathleen Sampey