Mars ditches ‘Work Rest and Play’ message to focus on fun moments in new campaign

Mars Bar has ditched the iconic ‘work, rest, play’ tagline in favour of ‘Put some play in your day’ as a new campaign focuses on the way the chocolate snack can put some fun into your day.

Created by Clemenger BBDO Melbourne, the new spot is inspired by a Jean Paul Gaultier pret-a-porter show which is crashed by a janitor inspired to have some fun after eating a Mars Bar.

https://www.youtube.com/watch?v=fLTFBWODN3g

Commenting on the change in creative direction, Clemenger BBDO Melbourne creative director Stephen de Wolf said: “In the past, eating a Mars Bar was a catalyst for a huge uplift in energy. But we’ve all moved on and now that space is owned by energy drinks.