Actress Jade Anouka took Audrey Hepburn’s place in Galaxy’s newest ad campaign, created by AMV BBDO and BBDO New York.
The Mars-owned milk chocolate brand has released a spot starring Jade to remind viewers to take a moment for themselves in this world full of distractions and embrace pleasure.
The 30-second TV spot, dubbed “Thought Train”, begins with Jade on a train, looking on the window. Her thoughts are interrupted by a small blue bird chirping her smartphone – a metaphor for Twitter updates – and thus, she leaves her seat and enters various freight cars, each of them illustrating distracting technologies, social media, to-do-lists and reminders, as well as games.
Eventually, she gets back to reality, in her seat. This time, though, she chooses to snap off a chunk of Galaxy chocolate from her purse, ignoring the smartphone. The soundtrack music is “Where Is My Mind?” by Telepathic Teddy Bear.
The £3m campaign also includes online advertising, that will support the TV spot from its launch until the end of 2017.
Of Jade Anouka, Michele Oliver, vice president of marketing at Mars Chocolate UK, said she is “a representation of the modern day, empowered woman”, expressing her hope that the brand’s audience “will be able to identify with the symbolic world she finds herself in”.