Based on a connection between the brands positioning of Mars Minis as “anytime treats” and the way pets are given treats as a small reward for good behavior, the ad shows a man treating his tennis companion like a dog. He pretends to throw a ball and tells him to fetch it, then asks where the ball is. The friend seems confused as to why he’s being treated like a dog, but when he’s rewarded with a Mars Mini he seems not to mind. The spot ends with the tagline, “They’re People Treats,” which brings some context to the exercise in silliness preceding it.
“This positioning gives people the moral permission to enjoy the reasonably sized sweet whenever they like,” explained Darren Richardson, BBDO Düsseldorf chief creative officer. “It’s a treat and reward just for being a good person, or in this case a “good boy.”
We’re not sure how many people will make the connection to using the candy as an “anytime treat” and how many will just chortle at the ridiculousness of treating a tennis partner as a dog, but the approach certainly is memorable.