TWIX returns with global Double Act campaign

The 90-second film features two ventriloquist dummies performing Dilemma by Nelly and Kelly Rowland

adam&eve\TBWA has launched a global campaign for TWIX, building on the chocolate brand's Two Is More Than One platform with a multi-channel campaign centred on a film titled Double Act.

Directed by Dougal Wilson, the campaign will run across more than 20 markets, including North America and Europe, with media activity spanning paid, earned, shared and owned channels.

Campaign uses puppetry to reinforce brand platform

The 90-second film features two ventriloquist dummies performing Dilemma by Nelly and Kelly Rowland, illustrating the campaign's central idea that two TWIX bars are better than one. The story begins with a single dummy performing before a second is revealed, turning the performance into a duet.

The production was filmed primarily in camera with minimal post-production. Alongside the main film, the campaign includes 20-, 15- and 6-second versions for broadcast, online and social media.

Social activity extends campaign rollout

The campaign will debut in the United States in July across connected TV, online and social channels before expanding to the United Kingdom and other European markets.

The activity also includes collaborations with content creators and influencers, encouraging audiences to create their own double acts on TikTok. The campaign follows TWIX's Second Screen Staredown and Harmoniser initiatives, which also explored the Two Is More Than One brand platform.

Agency highlights creative approach

Rankin Carroll, Global Chief Brand Officer, Mars Snacking: “Mars is building long-term, personal connections with our consumers, and ‘Double Act’ is a perfect example of our brands finding new ways to entertain. With content creators and influencers at the heart of this distinctive campaign, this humorous, creative work firmly establishes the thought that two is indeed more than one.”

Matt Gay, Executive Creative Director, adam&eve\TBWA: “A ventriloquist operating two dummies harmonising to Nelly and Kelly’s ‘Dilemma’ isn’t just a simple and entertaining way to dramatise TWIX’s platform ‘Two Is More Than One’, it’s also pretty damn funny. It was a joy to be on set shooting the dummies for real, with the incredible Dougal Wilson.”

www.adamandevetbwa.com

www.twix.com

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