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SBD Global/May 16, 2016/Marketing and Sponsorship

England Football Supporters 'Invade' France In Mars' Euro 2016 Ad Campaign

England footballers and fans "invade" France in the Mars ad campaign for Euro 2016, according to Omar Oakes of CAMPAIGN LIVE. The £5M ($5.7M) campaign, created by Abbott Mead Vickers BBDO, is "attempting to align the chocolate bar with support for the team" and will see the product’s packaging show the word "Believe" instead of the Mars logo. Starting on Sunday with a 60-second TV ad, the campaign will "also run across cinema, radio and digital in the run-up to the tournament," which begins on June 10. Led by England strikers Danny Welbeck, Harry Kane and Jamie Vardy, "the spot shows a madcap throng of football fans, dinner ladies, and animals crossing the channel in dingies and floats." Mars will also call on the public to submit "singing selfies." The spot was written by Michael Hughes and art directed by Dalatando Almeida. Mars has been an official sponsor of the FA since '09 (CAMPAIGN LIVE, 5/13).
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