DDB Chicago Brings Milky Way Back to Broadcast

By Erik Oster 

DDB Chicago is launching the first big broadcast spot for Mars brand Milky Way in roughly five years, extending a print and digital campaign entitled “Sorry I Was Eating a Milky Way.”

The broadcast launch comes on the heels of a sizable digital push for 3 Musketeers, another Mars brand that doesn’t receive the same kind of marketing push as Snickers and M&Ms. “These are beloved brands that consumers grew up with, but they tend to forget about them,” Allison Miazga-Bedrick,  Mars’ brand director for filled bars, told AdAge, referring to Milky Way and 3 Musketeers. She added that the new marketing push is intended to keep both brands relevant, particularly with a millenial audience.

The spot shows people in various professions screwing up because they’re too distracted by the Milky Way they’re eating. This ranges from a captain grounding his ship, to a lumberjack felling a tree on someone’s car, to a tattoo artist giving a man a “No Regerts” tattoo. It’s a simple, humorous approach that has been successful thus far in the print and digital campaign, which has run since 2012.