Cybercritique: Twix banners mesh effectively with offline ads

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MARKETER: M&M/Mars' Twix


CRITIQUE: MTV, as a TV network, is about quick cuts, fast motion and hot visuals. There's also the music, the thing that kicked the MTV movement off in the first place.

So it's nice to see ads on the network's site that take that background into account. Sure, most of the banners running have catchy graphics, copy aimed at the MTV demographic and offers of hip, free stuff. However, the reason that the banner for the M&M/Mars candy bar caught our attention was the simple button that says "play."

One might expect all advertising on to have some sort of audio component these days -- especially since the technology's well-established -- but that's not the case. The audio in this case is a dance version of Twix's current "Creamy, chewy, crunchy" theme.

Twix has taken TV spots, which feature members of music groups such as the Dave Matthews Band and Collective Soul, and dancers from various music videos, and built a Web site around them. The site ( showcases not only the creative themes from the spots, but the talent of the stars of the commercials. Interviews with musicians, video clips and some quick personal information help flesh out the advertising campaign and effectively carry it across media.

The result of all this is a compelling online package that is every bit as "crunchy" as the candy itself. Now that's definitely something to chew on.

WHO CREATED IT: Grey Interactive, New York.

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