# Distracted Chocolate-Eating Ads The Milky Way Caramel Campaign Deals in Hilarious Disbelief By Meghan Young | Published 2012-11-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/milky-way-caramel-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/11/milky-way-caramel-wedding-skaters-nascar-painting-iron/) & [ddb](http://www.ddb.com) Although being distracted by a chocolate bar might not be the best excuse for certain scenarios, the [Milky Way Caramel](https://www.trendhunter.com/trends/milky-way-ice-cream) campaign shows that this snack may be particularly irresistible. With its gooey caramel center, how could a bride possibly make it to her wedding on time? Or a mother not burn her son's boy scout uniform with an unattended iron? These situations and more should be excused, at least according to the Milky Way Caramel campaign. Conceived and executed by [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad), an ad agency based in Chicago, United States, the Milky Way Caramel campaign was art directed by Wayne Robinson and Matt Collier with creative direction by Chuck Rachford. Shot by photographer David Stewart, each stylized image deals in hilarious disbelief. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 46% | Activity: 55% | 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 ### Why This Trend Is Growing - **Food Advertising:** The Milky Way Caramel campaign demonstrates the potential for humor and relatability in food advertising, creating opportunities for engagement. - **Product Packaging Design:** The distinctive packaging and branding of Milky Way Caramel draws customer attention, stimulating new ideas for product packaging design. - **Social Media Marketing:** The Milky Way Caramel campaign's clever use of humor presents potential for the utilization of viral marketing on social media platforms. ### Industries Being Reshaped - **Food and Beverage:** The Milky Way Caramel campaign highlights the value of creative marketing in the food and beverage industry. - **Advertising and Marketing:** The innovative and hilarious approach of the Milky Way Caramel campaign inspires ideas for unique advertising and marketing strategies. - **Graphic Design:** The Milky Way Caramel campaign's bold and stylized imagery emphasizes the importance of graphic design in advertising and branding. ## Related on Trend Hunter - [Instant Satisfaction Chocolate Campaigns](https://www.trendhunter.com/trends/cadbury-twirl-campaign.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Indulgent Wintertime Treat Campaigns](https://www.trendhunter.com/trends/galaxy-hot-chocolate.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Luxury-Inspired Chocolate Campaigns](https://www.trendhunter.com/trends/toblerone-never-square-campaign.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Dramatized Caramel Candy Ads](https://www.trendhunter.com/trends/reeses-big-game-ad.md) - [Comforting Oat Bar Ads](https://www.trendhunter.com/trends/campaign-for-bobos.md)