An Ad Campaign That Sells More Than a Product

It can be hard navigating the world as a person with a disability, be it mental or physical, and it can be even harder to make friends. Unfortunately there is a lot of social stigma around people who look different, fortunately in the UK a company launched an ad campaign to sell chocolate and social acceptance. The ads are in support for the Paralympics which are currently underway in Brazil.

All three spots are based on real-life stories from disabled people. Another spot concerns a woman in a wheelchair who ran over another guest’s foot at a wedding. In the third, a disabled woman laughs with a friend about an embarrassing moment with her new boyfriend.

Cat Collins, strategy partner at AMV BBDO, explained in a statement: “Rather than creating distance by putting disabled people on a pedestal, we believed we could achieve more by showing disabled people simply as … people. For Maltesers, that meant seeking out the hilarious stories from their lives that they look on the light side of, just as the characters in the rest of our campaign do. It meant using a powerful weapon to break down discomfort, division and prejudice — a good laugh.”

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