Kids Teach Parents a Sweet Lesson in This Mars Campaign

What Really Matters at Dinnertime?

Published On
Feb 18, 2016

Editor's Pick

The premise of this video from Mars Food Australia is simple: The brand asked ordinary Australians whom they would choose if they could have dinner with anyone alive or dead. The results were predictable. Nelson Mandela's name came up, and inevitably Kim Kardashian and Justin Bieber did too. Since it's Australia, Kylie Minogue was on the list.

After talking to adults, Mars and Clemenger BBDO Sydney asked their kids the same question. That's the interesting part -- and probably the reason the video has had about 14 million views, mostly on Facebook. The brand says the responses were unscripted.

The campaign, "Let's Make Dinnertime Matter," was for MasterFoods, Mars' brand name locally for products like spices, sauces and recipe bases. There was also a research report into what matters to Australians about dinners; a survey found that people care more about emotional connections than the food or setting. About 38% of people said avoiding arguments was the most important part of a home-cooked meal, more than eating nutritious food, at 33%.


Feb 18, 2016
Brand :
Mars Food Australia
Client :
Mars Food Australia
Agency :
Clemenger BBDO-Sydney
Executive Creative Director/Production :
Paul Nagy
Executive Creative Director/Production :
Luke Hawkins
Creative Director :
Ben Smith
Art Director :
Sarah Parris
Senior Writer :
Chris Pearce
Senior Designer :
Daniel Mortensen
Head of Planning :
Kit Lansdell
Group Account Director :
Maddie Marsh
Senior Account Director :
Emily Taylor
Senior Account Manager :
George Robertson
Planner and Social Specialist :
Toby Clark
TV Producer :
Katrina Maw
TV Producer :
Jo Howlett
Sound Engineer :
Anthony Tiernan
Online Editor :
Toby Royce
Studio Manager :
Greg Lamb
Senior Retoucher :
Giles Davies
Production Company :
Will ORourke
Director :
Jonathan Kneebone @ The Glue Society
Managing Director/Executive Producer :
Michael Ritchie
Executive Producer/Head of Projects :
Josh Mullens
Producer :
Serena Paull
Director, Photography :
Rob Marsh
Editor :
Philip Horn
Camera Operator :
Jordan Maddocks
Post Production :
The Glue Society Studios
Post Producer :
Scott Stirling
Global Brand Director :
Richard Stear
Director, Marketing :
Tim Hicks
Marketing Manager :
Dave Pearson
Senior Brand Manager :
Margaret Hooper
Production Company Stills :
The Pool Collective
Photographer :
Christopher Ireland
Executive Producer :
Cameron Gray
Producer :
Petrea Lambert
PR :
Ogilvy PR

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