B&T Australia: Mars use ‘chocumentaries’ for major Dove launch. Mars Snackfood will launch its biggest campaign of the year on Sunday to promote Dove chocolate, and has moved away from traditional confectionery advertising
OH MY GOD. Can we please call a spade, a spade!
This is not a step away from "traditional confectionery advertising", it's merely a new creative execution.
You can't convince yourself, Nicole McMillan, that you really are stepping away from the traditional. You're still doing TV ads and it clearly states it's the biggest campaign of the year for you guys. Which equates to spending a shitload on TV.
Ohh, Australia, you're so cute. You're almost there, I think you just need a bit more of the bullshit before you cross over to the other side.