Ad of the Day: Mars Rolls Out Twix Bites, a Candy Three Decades in the Making

The '80s couldn't handle it

If you've been to the candy aisle of a grocery store at any point in the past couple of years, you're probably aware that pretty much every name-brand candy bar—Snickers, Milky Way, Kit-Kat—now comes in a little chocolate-dipped, bite-sized (not fun-sized, mind you) form of condensed candy bar goodness.

One candy, however, didn't get that same treatment: the lowly Twix.

Luckily, Mars is finally remedying that with the long-awaited debut of Twix Bites. And judging by the product's new ad campaign from BBDO New York, Mars knows they missed the boat.

"Crunchy cookie, chocolate and caramel in a bite size. An idea so simple, you're probably wondering, why didn't we think of these years ago?" That's the existential question posed by a Mars spokesman in a pair of 30-second spots explaining why the company forgot to shrink one of its most popular candies into bite-sized form. (I mean, for God's sake, they already made 3 Musketeers Bites, and no one in their right mind even likes 3 Musketeers.)

The answer, we discover, is simple: the '80s.

Let me elaborate. Three long decades ago, according to the appropriately titled "Hairspray" and "Walkman" spots, some Mars employees actually had the bright idea to make Twix Bites. Unfortunately, their plans were foiled by the perils of the era—namely, too much hairspray and too much Billy Ocean.

So, maybe the ads are kind of silly. And maybe the whole '80s thing seemed played out 10 years ago. But bravo to Mars for taking responsibility for such a near-fatal oversight. America can now rest a little bit easier.

CREDITS

Client: Twix (Mars)

Agency: BBDO, New York

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

Executive Music Producer: Melissa Chester

SVP, Senior Account Director: Kathryn Brown

Account Director: Joshua Steinman

Account Director: Phil Brolly

Account Executive: Aparna Joshi

Production Company: O Postive

Director: Jim Jenkins

Executive Producer: Ralph Laucella

Producer: Marc Grill

Project Manager: Jason Reda

Director of Photography: Robert Gantz

Production Designer: Jason Edmonds

Recording Studio: Sound Lounge

Engineer: Glen Landrum

Editorial Company: Mackenzie Cutler

Editor: Ian MacKenzie

Producer: Evan Meeker

Assistant Editor: Pamela Petruski

Sound Design: Sam Shaffer

Visual Effects House: Schmigital

Composer: Steve Nathanson/Further Lane Music

Music ("Walkman" only): "Get Out Of My Dreams, Get Into My Car" by Billy Ocean