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.

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.

“The new positioning is about a ‘mental’ uplift – short lived moments that are more fun. The campaign we are rolling out shows that we are not taking life too seriously.”

The spot is the first in the campaign, with a second currently in production.

Mars marketing director Matt Graham said: “We’ve moved away from the ‘rational’ energy space and injected a lot more fun and creativity, which I think will give it longevity.

“We’re excited to be forging a new start for one of the world’s best-loved chocolate brands.”

It is running across online and TV.



  • Marketing Director: Matthew Graham
  • Brand Manager: Renee Lewington
  • Assistant Brand Manager: Alexandra Sciacca


  • Creative Chairman: James McGrath
  • Executive Creative Director: Ant Keogh
  • Creative Director: Stephen de Wolf
  • Art Director: Lee Sunter
  • Executive Producer – TV: Sonia von Bibra
  • Senior Agency Producer – TV: Tania Jeram
  • Managing Partner: Paul McMillan
  • Group Account Director: Jennifer Chin
  • Senior Account Director: Tim Clark
  • Account Manager: Sam Ayre
  • Account Executive: Zara Cooper
  • Planning Director: Michael Derepas
  • Planner: Matt Pearce


  • Production Company: Smith & Jones
  • Director: Ulf Johansson
  • Executive Producer: Philippa Smith
  • Cinematographer: Andrzej Sekula
  • Offline editor: Jack Hutchings – The Butchery
  • Final Grade: Martin Greer – The Refinery
  • Online editor: Eugene Richards – The Refinery
  • Senior Post Producer: Freya Maddock
  • Sound: Paul Le Couteur at Flagstaff Studio
  • Song: Pump Up The Jam
  • Music Supervision: Karl Richter – Level Two Music

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