New Mars candy bar Fling plays hard to get

BBDO created this commercial for the U.S. launch of Mars’ Fling candy bar. A guy and gal appear to get hot and bothered in a dressing-room stall, but all is not as it appears. This is supposed to illustrate the tagline: “Naughty, but not that naughty.” Frankly, the spot’s logical, but not that logical. At the end, the woman nibbles on the product and makes a “thinking-sexy-thoughts” face. Does the Fling bar turn chicks on? If so, shouldn’t they market it to men? Then, a woman’s sultry voice says the candy has “less than 85 calories per finger.”