The latest Maltesers 'Look on the Light Side' commercials have been launched in the UK by the brand as a relatable range of ads inspired by self-isolation protocols during the COVID-19 pandemic. The commercial series is filmed entirely through video conferencing software, and features a group of female friends chatting and supporting one another as they go through their new daily routines from home. The female-targeted ad campaign highlights a supportive, cheeky tone that's also created in partnership with the Mind mental health charity to help provide guidance for those who might be struggling with isolation.
Marketing Director at Mars Wrigley UK Kerry Cavanaugh spoke on the Maltesers 'Look on the Light Side' commercials saying, "We wanted to show that even if we’re lucky enough to have our health and our family, we might need a little (socially-distanced) help from our friends to get through lockdown. Maltesers’ long-running ‘Look on the Light Side’ campaign has always celebrated universally awkward and embarrassing situations by laughing through the tough stuff. Now we want reinforce the #stayhome message by reflecting the reality of life at home and the ways that women are laughing together through the everyday ups and downs it brings. While laughing with friends is a great tonic, we’re mindful that for some people isolation is no laughing matter, so our social media campaign also signposts support available through mental health charity Mind.”