Having it all is overwhelming for the woman in this Galaxy chocolate ad

Andreas Nilsson directs spot urging women to 'choose pleasure'

Published On
Aug 08, 2019

Editor's Pick

A woman runs through life frenetically trying to "have it all" in a new U.K. TV ad for Mars-owned chocolate brand Galaxy -- but in the end she chooses chocolate instead.

The spot, by AMV BBDO, launches a new tagline, "Choose Pleasure," and according to Galaxy (which is known as Dove in the U.S.) is  "the biggest and boldest shift in the history of the brand." Previously, its best known campaign was a series of ads that resurrected Audrey Hepburn in CGI

In the new ad, which is directed by Andreas Nilsson, a young woman in jogging gear runs through a series of scenarios, as she urges herself to "lean in and get a glass-ceiling smashing job,"  be "supermom," "red-carpet ready on a Monday," see all the latest shows, spend quality time with her girlfriends ("hashtag fun") and more. The voiceover gets more and more frenetic until she screams "Shut Up!" and then grabs a bar of Galaxy from a random guy in the crowd before strolling calmly away. 

It's a wittily-scripted ad about the pressures of modern life that perhaps all women can relate to. But they may feel a little let down by the ending -- if only it were that simple that it could all be solved by chocolate....

Credits

Date
Aug 08, 2019
Client:
Galaxy
Agency:
AMV BBDO-London
Creative Director:
Alex Grieve
Copywriter:
Polina Zabrodskaya
Art Director:
Michael Jones
Agency Planner:
Alaina Crystal
Agency Planner:
Michael Case
Agency Account Team:
Katy Talikowska
Agency Account Team:
Thomas Ghiden
Agency Account Team:
Natasha Hoban
Agency Producer:
Darapen Vongsa-Nga
Media Agency:
Mediacom
Media Planner:
Daisy Ross
Production Company:
Biscuit Filmworks
Director:
Andreas Nilsson
Production Co. Executive Producer:
Rupert Reynolds-MacLean
Production Co. Producer:
Toby Courlander
Audio Post-Production:
Sam Ashwell
Audio Post-Production:
750mph
Post Production Company:
The Mill
Colorist:
Seamus O’Kane
Music Composition:
Mr Pape
Business Affairs:
Ashley McLeod

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