Galaxy & Audrey Hepburn revive 1950s glamour with new UK advertising campaign
February 22, 2013
The iconic screen and style icon Audrey Hepburn™ will be gracing UK TV screens from Sunday 24th February 2013, starring as the face of the new advertising campaign for indulgent chocolate brand GALAXY®, which is reviving its signature strapline ‘why have cotton when you can have silk?’
The new ad, developed by AMV BBDO, aims to remind consumers of the superior taste and texture of GALAXY® chocolate and can be seen during the advertising break of ITV1’s Mr. Selfridge. The star is brought back to life as the new ‘Galaxy Girl’ using cutting edge CGI technology* to create never-before-seen footage of Audrey in a GALAXY® advert. It tells the simple, elegant story of our film star protagonist, Audrey Hepburn, seeking a place to enjoy her GALAXY® chocolate; a move akin to one from cotton to silk.
Set in the 1950’s on Italy’s Amalfi coast, the setting is reminiscent of the movies that made Hepburn famous. The advert sees the beautiful young Audrey sitting on a crowded bus, wondering when she’ll be able to indulge in her GALAXY® chocolate bar. A car pulls up alongside the bus and she catches the handsome driver’s eye – she seizes the opportunity to leave the bus to recline in the luxurious back seat of the open top car where she enjoys her GALAXY®. As they drive into the distance, the endframe reminds viewers that with its silky, smooth taste, GALAXY® is a pleasure worth taking.
Michael Magee, Vice President Marketing Mars Chocolate UK, commented: “Audrey Hepburn is a true style icon and perfectly evokes the feeling of smooth elegance associated with the GALAXY® brand. The use of Audrey, along with reviving our strapline ‘why have cotton when you can have silk?’ reflects an increased focus on our largest chocolate brand. At the 59th Cannes Lions International Festival of Creativity Mars received the prestigious Advertiser of the Year Award. This was a testament to the fantastic work of our Associates and agency teams. We pride ourselves on creativity that connects with consumers – and the revival of Audrey Hepburn for this GALAXY® campaign is a great example of this.”
The 60 second ad will be supported by an additional 30 second ad, press, sampling, digital activation and PR running nationally from the 24th February 2013.