Dog Flaunts Musical Skills, Miami Vice Fandom for Mars

By Kiran Aditham 

Here’s a UK-based effort from AMV BBDO to promote the Mars bar that’s very different from the agency’s “Brady Bunch” Snickers spot.

The ad, which runs under the “Winning” slogan and coincidentally premieres on Feb. 1, features dueling dogs (though one clearly outwits with the other with some deft pan-fluting that would make Ron Burgundy blush). The fact the pup performs Jan Hammer’s “Crockett’s Theme” from Miami Vice may even prompt some of us 80s kids to wax nostalgic.


The client has £10m invested in a national (U.K.) campaign that runs not just through the telly but across OOH and press. Mars, Snicks and Twix marketing director Lucy Cotterell explains the “Winning” concept:

“[The campaign] will reach 95% of the UK population and put the brand on air three times more than in 2014, in fact it will be on air effectively every other week. The theme of little everyday wins is an exciting new angle for the best-loved brand and the ad is sure to bring a smile to the faces of new and existing MARS fans.”

Where art thou, Charlie Sheen?



Project:                                                                Panflutes

Client name & job title:                 Lucy Cotterell – Mars, Snickers and Twix Marketing Director

Alison Smith – Mars Brand Director

Creative Agency:                              AMV BBDO Ltd

Creative Directors:                          Alex Grieve and Adrian Rossi

Copywriter:                                        Dan Warner

Art Director:                                       Andy Vasey

Agency Planner:                               Will Whalley

Agency Account Man:                    Lou Woolf, Daniel Wegrzyn

Agency Producer:                            Adam Walker

Media Agency:                                  Mediacom

Media Planner:                                 Amanda Zafiris

Production Company:                    Independent

Director:                                              Gary Freedman

Production Co. Producer:             Jason Kemp

Post-production Company:         Josh Robinson / The Mill

Audio Post-production:                 Anthony Moore / Factory Studios

Music Production:                           Soundlounge

Editor:                                                   Adam Spivey / The Playroom