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A nostalgic 70s-style car chase takes an unexpected turn in adam&eveDDB’s decidedly odd new ad for the chocolate brand, which also introduces a redesigned identity
While it might sound like Twix’s new global brand platform, ‘Two is more than one’, is stating the obvious, the chocolate brand takes the concept to a enjoyably surreal conclusion in its new commercial.
Shot by director Vedran Rupic, the spot follows a high-speed car chase where our hero is shown dramatically – and surprisingly cheerily – rolling off the road down a cliff. It is then revealed that he’s driving a car on top of
a car, allowing for the breezy roll. And thus, two is indeed more than one.
The brand continues the pairing theme online, where it points out that a Twix is both a cookie and candy bar, chocolate and caramel, crunchy and chewy.
Whereas once its two-bar format might have been designed for sharing, this is no more according to Rankin Carroll, chief brand officer, who explains the new Twix philosophy as such: “Centred in the human insight that our fans are fostering maximalist living and abundance, we have reimagined our Twix platform from the idea of having to choose (left or right Twix) to one of having it all.”
The campaign will run globally and includes OOH, TV, social and PR. It also sees the release of a tweaked visual identity for the brand, giving the logo a curvier look.
“Sometimes the best ideas are staring you right in the face,” say adam&eveDDB CCOs Ant Nelson and Mike Sutherland. “‘Two is more than one’ is beautifully simple, wonderfully silly, and the creative teams have had a lot of fun writing to it. You could argue twice as much fun.”
Credits:
Agency: adam&eveDDB
Senior Creatives: Ben Robinson, Mike Whiteside
Creative Directors: Colin Booth, Ben Stilitz
Chief Creative Officers: Ant Nelson, Mike Sutherland, Rick Brim
Social Creative Director: Rhys Edwards (Tribal Worldwide)
Production Company:Business Club
Director: Vedran Rupic
Edit: Ben Crook at Marsheen
VFX/Grading: Untold Studios
Social : Born Social
