I’m sure I’m not the only one who LOVES the Malteser ads which premiered during the opening of the 2016 Paralympic Games!
Maltesers were awarded £1 Million worth of airtime as part of Channel 4’s ‘Superhumans wanted’ initiative, implemented to improve on screen representation, challenge perceptions and make statements about disability. While it still seems shocking that £1Million needs to be offered to encourage people to feature disability at the heart of an ad campaign, Channel 4 are working tirelessly to increase representation of disability both on and off screen with the help of their groundbreaking show ‘The Last Leg’ and their continuing support of the Paralympic Games.
The ad campaign is based around Maltesers long standing slogan of ‘the lighter way to enjoy chocolate’ and the ads encourage viewers to look on the lighter side of life by featuring real life stories of fantastically awkward situations. My favourite being ‘New Boyfriend’ If you haven’t seen it yet, I won’t ruin it for you, all I will say is that it is BRILLIANT.