# Distracting Chocolate Bar Ads The Milky Way 2014 Campaign Tells People to Blame It on the Treat By Meghan Young | Published 2014-02-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/milky-way-2014 References: [adeevee](http://www.adeevee.com/2014/02/mars-milky-way-sorry-i-was-eating-a-milky-way-print/) & [ddb](http://www.ddb.com) The Milky Way 2014 ad campaign appears to revolve around classic 'did I do that' moments as immortalized by the high-pitched Steve Urkel. It revolves around avoidable accidents including a sinking ship and moving truck mishaps in which the one to blame says nonchalantly, "Sorry, I was eating a Milky Way." It seconds the excuse by reading, "Blame it on the caramel, chocolate and nougat." Conceived and executed by the [DDB](https://www.trendhunter.com/trends/cheeky-maccas) ad agency based in Chicago, Illinois, the Milky Way 2014 ad campaign was art directed by Alex Zamiar with creative direction by Mark Gross. Taking on the colors of the [chocolate bar](https://www.trendhunter.com/trends/chocolate-lava), the minimalist illustrations were created by artist Mick Marston and designer Cody Petruk. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 56% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Illustration:** Exploring the use of minimalist illustrations in advertising campaigns can create a unique and visually appealing brand identity. - **Using Humor in Advertising:** Incorporating humor into advertising campaigns can capture the attention of consumers and create positive brand associations. - **Creative Excuse-making:** Exploring innovative ways to incorporate excuses and relatable situations in advertising campaigns presents an opportunity for brand storytelling and engagement. ### Where This Applies - **Advertising:** The advertising industry can leverage minimalist illustration techniques to create visually impactful and memorable campaigns. - **Confectionery:** In the confectionery industry, using humor in advertising campaigns can differentiate brands and attract consumers seeking unique and lighthearted experiences. - **Design:** The design industry can explore creative excuse-making techniques to enhance brand storytelling and create visually striking campaigns. ## Related on Trend Hunter - [Indulgent Wintertime Treat Campaigns](https://www.trendhunter.com/trends/galaxy-hot-chocolate.md) - [Instant Satisfaction Chocolate Campaigns](https://www.trendhunter.com/trends/cadbury-twirl-campaign.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Collaborative Malt Chocolates](https://www.trendhunter.com/trends/milkybar-and-milo.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Canned Candy Bar-Flavored Milks](https://www.trendhunter.com/trends/milky-way-milk.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Chocolate Flavor-Branded Displays](https://www.trendhunter.com/trends/hersheys-cookies-n-creme.md) - [Cheeky Chocolate Campaigns](https://www.trendhunter.com/trends/how-do-you-eat-yours.md)