Mars brand Twix has launched a new global advertising campaign titled “Double Act,” featuring ventriloquist dummies harmonizing to the song “Dilemma” by Nelly and Kelly Rowland. The campaign, directed by Dougal Wilson through production company Blink, marks a strategic shift for the Mars Snacking brand as it abandons its historic “Left Twix vs. Right Twix” rivalry in favor of a “Two Is More Than One” platform aimed at younger consumers.
How Twix is pivoting its marketing strategy
The “Double Act” spot represents the latest move in a wider repositioning effort for the Mars brand. According to Rankin Carroll, global chief brand officer at Mars Snacking, the campaign aims to lean into “distinctive” and “humorous” content to engage audiences.
The brand officially moved away from its long-standing “Left vs. Right” narrative last year. This transition toward a “Two Is More Than One” message emphasizes themes of togetherness and maximalism. The shift has included several digital and experiential activations:
- Super Bowl 2025: The brand launched a “Second Screen Staredown” initiative, which anticipated that 79% of viewers would be using their phones during ad breaks.
- High-Speed Film: A commercial featuring a car landing perfectly atop an identical vehicle served to reinforce the brand’s new dual-themed messaging.
- Interactive AI: Mars partnered with Meta to create a WhatsApp tool that uses AI to turn user voice messages into harmonized duets.
- Influencer Partnerships: The brand collaborated with former pro basketball player-turned-rapper LiAngelo Ball to invite consumers to compete for a “two-way contract.”
Who is behind the “Double Act” production?
The 90-second commercial was created by the agency adam&eveTBWA. The production relied heavily on in-camera techniques, utilizing minimal post-production effects to capture the performance of the two ventriloquist dummies.
Director Dougal Wilson is well-known in the advertising industry for his work on high-profile campaigns. His portfolio includes several notable John Lewis holiday advertisements, such as “Monty the Penguin,” “Excitable Edgar,” and “Buster the Boxer.” Wilson also directed the “We’re the Superhumans” campaign for the Paralympics and a documentary-style spot for Channel 4’s Educating Yorkshire.
What is the scope of the new campaign?
The “Double Act” campaign is designed for a broad, international rollout. Mars Snacking confirmed that the advertisement will run across broadcast, social media, and online channels in more than 20 markets, including the United States and the United Kingdom.
In addition to the primary 90-second film, the brand has produced 20-, 15-, and 6-second versions for various media placements. To further drive engagement, Twix is partnering with content creators on TikTok, encouraging users to produce their own versions of “double acts.” This strategy aligns with the brand’s focus on using influencer-led content to maintain relevance with younger demographics.
Key Takeaways
- Campaign Focus: The “Double Act” campaign promotes the “Two Is More Than One” platform, replacing the previous brand rivalry.
- Creative Execution: Directed by Dougal Wilson, the spot features ventriloquist dummies performing an R&B classic.
- Global Reach: The campaign will appear in over 20 markets across multiple digital and broadcast platforms.
- Strategic Shift: Mars is increasingly utilizing AI tools and creator-led partnerships to build brand engagement.