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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Maltesers
Ad Title: Accountant
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Abbott Mead Vickers BBDO
Year: 2018
Target: Mainstream
Ad Spotter: Alfred Verhoeven
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Theme(s)

Gay Tease

GLBT Punchline (laughing with)

Theme Breakdown

AdRespect Score: 
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A young woman sits with her group of friends and says what trouble she's having to date and notes, "It's almost like I'm being discriminated against."

Her friends, giving her a hard time, chime in with faulty reasons. "It's because you're a lesbian," one jokes. "Because you're a vegetarian," another chimes in. "What is it then?" one asks. She replies, "I'm an accountant."

Playing along, her friend says, "Oh my god, that's disgusting." The others continue -- mock horrified -- "That's not natural" and "Do your parents know?"

VP of marketing for Mars UK Michele Oliver told Campaign that the ad is "telling the stories of women often not heard. It’s not just gender, it’s the intersectionality of it. We’re looking to tell stories of older women, women of colour, gay women, single mothers. Not only are women not seen in advertising, but the roles they play and types of women we do see are very narrow."

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