Tattoo artists, lumberjacks, hair dressers, rodeo clowns and ship captains may not seem like they have much in common…until they fall prey to the indulgence that is a Milky way.
The brand is returning to TV advertising for its core product for the first time in six years, with an extension of the popular print and digital “Sorry” campaign that originally launched in late 2012. Three video spots in total were created by DDB Chicago, and position the delicious combination of caramel, chocolate and nougat found in a Milky Way Bar as the ultimate distraction.
“We’re very excited to bring this powerful creative and overall campaign messaging to life in our return to television,” said Allison Miazga-Bedrick, Director, MILKY WAY® Brand. “The new videos really capture the fully involved experience of eating a MILKY WAY®, so much so that all other details of the world around you no longer matter at that moment.”
Client: Mars Incorporated, MILKY WAY
Campaign: “Sorry I Was Eating a MILKY WAY”
Agency: DDB Chicago
DDB Chicago
John Maxham - EVP, Chief Creative Officer
Mark Gross - EVP, Executive Creative Director
Marisa Groenweghe - Associate Creative Director (Art Director)
Kathleen Tax - Associate Creative Director (Copywriter)
Alex Zamiar - Associate Creative Director (Art Director)
Jonathan Richman – Associate Creative Director (Copywriter)
Diane Jackson - EVP, Executive Director of Integrated Production
Will St. Clair - VP, Executive Producer
Deb Den Iseger - Producer
Ryan Hentsch – Production Business Manager
Heather Stuckey - Global Business Director
Kate Christiansen - SVP, Group Account Director
Phyllis Lee - VP, Account Director
Kelly Mendola – Account Executive
Alexander Wood - Account Manager
David “Chizzy” Chriswick - SVP, Group Strategy Director
Thomas Hehir - Strategy Director
Production Company: Central Film North
Director: Rodrigo Garcia Saiz
Executive Producer: John Barreiro
Editorial: White House
Editor: Carlos Lowenstein
Executive Producer: Kristin Branstetter
Producer: Dawn Guzowski
Post Production: FilmWorkers
Executive Producer: Derek de Board
Producer: Casey Swircz
VFX: Rob Churchill
Colorist: Fred Keller
Music: Mophonics
Creative Producer: Kristoffer Roggemann, Amanda Fink.
Sound design: The Studio
Sound engineer: Nicholas Papaleo
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This is an incredibly bad ad. For one thing, "I'm sorry I was eating a Milky Way" and "I'm sorry, I was eating a Milky Way" are two different things. Grammar does matter. For another, the ads imply that either only stupid people eat this candy, or eating this candy makes you incredibly stupid. This is the message you want to send? I haven't seen it in the last few days. I hope it was pulled.
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PermalinkEven worse is that the tattoo joke about misspelling a word was as the basis of a whole 30 second spot for Snickers.
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PermalinkThe no regerts tattoo joke is as old as the trend to ink every body part, but I have to agree this ad is terrible, as is the grammar.
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PermalinkFail. The main message i take away is inconsiderate, unprofessional idiots eat MilkyWay bars... I love them, but i can't think of an ad I've hated this much in a long time. The ad agency only creates what branding asks for, so this is on the branding team, not that ad agency.
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PermalinkSo nice of this candy manufacturer to admit that their ingredients murder brain cells. I wonder which genius advertising agency is behind THIS brilliant campaign...Dumb and Dumber?
Makes you wonder whether gobbling M&Ms causes you to fling yourself into steaming piles of doggie poo.
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PermalinkWhat is the name of the actor who plays the biker who gets the 'No Regerts' tattoo?
Thank you!
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PermalinkI hate, hate, hate these commercials. How could anyone think these were a good idea or would help sell a candy bar? So idiotic.
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PermalinkTotally stupid. Which is it only stupid people eat Milky Way or eating milky Way's makes you stupid? In any case the grammar the setting and the actress were totally bad choices.
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