Did you know that every time you unwrap a Twix bar and eat it, you aren't just enjoying some chocolate-caramel goodness, but in fact, making a bold choice that affects real people? In Twix's new spot, "Ideologies," created out of BBDO New York, the brand explores the story of brothers Seamus and Earl, who broke a Twix bar in two a long, long time ago, thus setting the stage for a great rivalry, which divided the company in two.

The brothers set up factories side-by-side, each creating a "left" Twix and a "right" Twix. So next time you break apart a Twix bar and proceed to eat one side first, know that you are making a decision that goes far beyond satisfying your pedestrian, chocolate craving.

The ad was unveiled at Cannes 2012, by Mars CMO Bruce McColl, right before the brand accepted the Advertiser of the Year award at the festival. More executions are on their way.