Maltesers' latest adverts, aired during the Paralympics, used an actor with cerebral palsy demonstrating a sex act with a bag of Maltesers. Unusual?! The advert reflects a growing trend for confident brands, who have a clear understanding of their identity, to create promotional opportunities for themselves – aligning with alternative events to create memorable advertising campaigns.
The Maltesers adverts, a series of three that feature actors with disabilities, are a perfect execution of the brands strapline – ‘the lighter way … ’. The usual formula of a couple of mates making light of a situation is familiar – in this case the humour presents an opportunity to look at the ‘lighter side’… of disability.
At the moment this kind of campaign is well received by both the advertising industry and consumers. Reflect back to earlier this year when Skittles created a campaign to much acclaim around gay pride, aligning with an event that feels ‘niche’ for mainstream advertising. Right now – in this time and place – brands that create a platform for people and ideas that are perceived as non-mainstream are bang on trend. But how long before brands are criticised for hijacking high profile alternative events?
Shouldn’t brands that want to genuinely instigate change adapt their style across all campaigns forever, not just for a special occasion?