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16 May 2016

The Three Lions take a dip in the Channel.

by Andrew MacGregor

Mars Bars: “Sea of Support” - 90s

Every even-numbered year affords a new shot at glory for the England football team. Alas, each tournament also affords fans new ways to experience heartache as if it's a national pastime. With Euro 2016 just a few weeks away from kick off, however, Mars extol the power of belief in this amusing Channel crossing.

When a French fishing vessel spots some alarming developments on the radar, it's worse than Jean-Pierre could have expected. Is it a school of ravenous piranhas? No. Has the Loch Ness Monster migrated to warmer waters? They wish. Nope, it's the English Armada... and they've got enough tea ladies, fancy dress, and corgis to last at least the group stages.

To a rousing, patriotic score, the England faithful row, swim, and even ride on horseback onto French soil. It's as good-natured an invasion as this shocked dog walker could hope for, though - with a hearty bonjourno, all this knight of the Newcastle Brown table wants to know is the location of the Stade de France.

Rogue's Sam Brown has a ball with the idea, infusing the film with an endearing barminess as both historical and footie-related figures give their all in the charge. The calibre of featured players is refreshingly high, too - though poor Danny Welbeck will be sipping a cuppa from the sidelines as the injured striker watches Harry Kane and Jamie Vardy take the field.

Given the sensitive nature of this year's tournament following the 2015 Paris attacks, the need to strike a fun yet respectful tone must have been paramount. Fortunately, thanks to its convivial execution, this ad continues the chocolate brand's oeuvre of OTT patriotism in the best spirit possible.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Antony Nelson / Mike Sutherland
Creative: Michael Hughes / Dalatando Almeida
Account Team: Katy Talikowska / Daniel Wegrzyn / Callum Raines / Abigail Brown
Planner: Will Whalley
Agency Producer: Anita Sasdy
Film Production: Rogue Films Ⓟ Ⓦ
Director: Sam Brown Ⓟ Ⓦ
Producer: James Howland
Editor: Tim Thornton-Allan @ Marshall Street Editors Ⓟ Ⓦ
Post Production: The Mill Ⓟ Ⓦ
Sound Design: Wave Ⓟ Ⓦ

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