Ad Nut
Sep 12, 2016

Candy brand treats people with disabilities like...people

Bawdy, funny Maltesers spots from the UK star people with disabilities, but succeed because they don't focus on the disabilities.

Treating people who happen to have disabilities as people shouldn't be news, but unfortunately it is still a bit unusual.

Therefore Ad Nut cheers for these three Maltesers ads, done for Mars in the UK by AMV BBDO, because they have people in them who happen to have disabilities, but they are not about the disabilities—well, not exactly.

The disabilities play a role in each spot, but only as a plot device in a funny, somewhat risque, story. Rather than treating people with disabilities in an overly gentle, sensitive way, or playing the inspiration card, these ads simply show people telling stories. They have good friends. They have strong personalities. They have an active love life. They enjoy having a laugh. They like to eat a chocolate malted-milk ball or two.

Ad Nut looks forward to a day when this kind of advertising won't seem so remarkable. 

Brittany Kiefer, an honorary Ad Nut at Campaign UK, has written two great articles that give a lot more detail about this campaign, and Ad Nut recommends both:

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