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British candy brand Maltesers proved once and for all that diversity initiatives don’t have to be tear-jerking, inspirational or maudlin affairs when it launched its disability-focused campaign in 2016. The initial spots, launched around the Paralympics, centered on lighthearted scenarios that made the actors’ physical conditions part of the joke without being the butt of the joke.
Now London agency AMV BBDO is back with two new spots, this time moving beyond disability to tackle what it describes as “taboo topics” that rarely arise in advertising—specifically menopause and lesbian dating.