TWIX takes ‘Two is More than One’ brand platform global with ‘Double Act’ multi-channel campaign

TWIX is doubling down on its award-winning ‘Two Is More Than One’ brand platform, returning with a quirky multi-channel campaign, led by a vaudeville-style ad called ‘Double Act’ shot by Paddington In Peru director Dougal Wilson.

Created with adam&eve\TBWA ‘Double Act’ is global campaign, with a significant media spend across Paid, Earned, Shared and Owned channels in more than 20 markets, including North America and Europe. The spot uses the art of puppetry and an iconic soundtrack to demonstrate that ‘Two Is More Than One’, celebrating the simple truth that, well, two TWIX bars are better than one. 

Featuring a pair of ventriloquist dummies performing Nelly and Kelly Rowland’s seminal hit track ‘Dilemma’, the film will roll out across connected TV, online and social channels in the US from July, followed by a UK launch and a roll out across the EU.

The film opens on a tight shot of a single ventriloquist dummy performing the song’s romantic opening lyrics. As the camera pulls back, a second dummy is revealed, joining in to create an unexpected duet. The pair trade bars throughout the rap verse before harmonising for the chorus, delivering a show-stopping performance complete with pyrotechnics and a soulful saxophone solo. 

Everything was captured on camera, with minimal post-production. Alongside the main 90-second film, the campaign includes a series of multiple 20-, 15- and 6-second versions featuring different highlights from the ventriloquist performance, created to run across broadcast, online and social channels.

‘Double Act’ continues the award-winning, tech forward success of TWIX’s recent Second Screen Staredown and Harmoniser campaigns with social media and content creator collaborations lined up, using the latest tech to encourage people to team up on TikTok and become their own double acts.

Rankin Carroll, global chief brand officer at Mars Snacking, said: “Mars is building long-term, personal connections with our consumers, and ‘Double Act’ is a perfect example of our brands finding new ways to entertain. With content creators and influencers at the heart of this distinctive campaign, this humorous, creative work firmly establishes the thought that two is indeed morethan one.”

Matt Gay, executive creative director, adam&eve\TBWA, added: “A ventriloquist operating two dummies harmonising to Nelly and Kelly’s ‘Dilemma’ isn’t just a simple and entertaining way to dramatise TWIX’s platform ‘Two Is More Than One’, it’s also pretty damn funny. It was a joy to be on set shooting the dummies for real, with the incredible Dougal Wilson.”

Source: adam&eve\TBWA

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