This Mars Snack Brand Got Nonactors to Act in a Commercial, and the Results Are Pretty Funny

An appeal to embrace the new

To celebrate its one-year anniversary, Mars brand goodnessknows—a bite-sized snack made with fruit, nuts and dark chocolate—has released the "Try a Little Goodness" campaign. Created by BBDO San Francisco, it's work that both lobbies for novelty while appealing to the sense of derring-do and reinvention that characterizes the new year. 

Each ad encourages real people to try new things—for the brand, that is. Those efforts, both thwarted and successful, constitute the content. 

In the 80-second "Try Acting" video, a troupe of hopefuls try their hand at acting for a goodnessknows commercial shoot. There's a buzz of excitement, and expected foibles, but the work also feels good-natured and fun. 

In "Try a Little Jingle," which lasts only 30 seconds, the brand serves as a test site for people who want to try writing jingles. This one is less about comedy than it is about the diversity of the musicians' styles, but it manifests the same well-meaning spirit. 

Each ad's conclusion ties back to the product: "Because every try is a step to being your best. Try a little goodness." 

The campaign does a nice job of supporting goodnessknows' novelty while conveying a sense of wholesome earnestness—a quality that also reflects the snack's ingredients. Each one is just 150 calories, and boasts no high fructose corn syrup, artificial colors, flavors or sweeteners. 

Instead, it emphasizes the cocoa flavanols in its dark chocolate, a brain-boosting ingredient around which Mars also happens to own 80 patents.


Client: goodnessknows (Mars)

Spots:  "Try a Little Acting", "Try a Little Jingle"

Agency: BBDO San Francisco

Matt Miller, Executive Creative Director

Steven Rutter, Executive Creative Director

Page Kishiyama, Creative Director

Timothy White, Creative Director

George Thorman, Art Director

Jared Johnsen, Copywriter

Patti Bott, Executive Producer

Vera Kacurova, Senior Producer

Jacqueline Djanikian, Business Affairs Director

Elana Shea, Senior Account Director

James Campbell, Account Director

Weina Cai, Account Supervisor

Divya Reddy, Account Executive

Mary FlorCruz, Group Strategy Director

Molly Gasch, Junior Strategist

Kerry Cavanaugh, Brand Director

Eric Epstein, Senior Brand Manager

Hana Hassan, Senior Associate Brand Manager

Production Company, Tool

JJ Adler, Director

Pete Koob, Editor

Cut & Run, Post Production