The agency is attempting to reach its audience on a more emotive level through three new television spots: "circus", "faculty breaks" and "tandem".
In the "tandem" ad, we see a couple spending a romantic day together, frolicking in the summer sun before taking a ride on their tandem.
With the ad's soft music and French narrative, it seems too good to be true and, typically, all is not as it seems. As the couple ride through the forest on a tandem bike and the young man realises he may have to share his Twix, he sees the opportunity to lose his young love along the way.
With a devious duck and a perfectly placed broken branch the girl is thrown off the bike so that her "loving" beau can delve into his chocolate treat all by himself.
The ads were written by Ross Fowler and Sam Hibbard, and art directed by Jim Dive and Nicola Hawes. The campaign was directed by Nick Gordon and produced by Jon Chads through Academy Films, and executions were inspired by Hitchcock's 'Vertigo' and Francois Truffaut's 'Jules et Jim'. Creative directors were Adam Chiappe and Matt Saunby.
The idea has come from consumer research that found that because the bar has two pieces its easier to share, thereby leading to the strapline "Two for you".
Grey London said it wanted to avoid the usual cliched confectionery cues and adopt a more down-to-earth tonality to depict key messages.
Dave Alberts, chairman and executive creative director for Grey London, said: "It's a credit to Tash Bell and Fiona Dawson, of Masterfoods, that in a time of change they stuck to an idea that they knew was right for the brand.
"I am sure we will see executions on this idea created for years to come, not just in the UK and Europe but on a global basis."
Last October, Grey lost the Twix account when Masterfoods decided to scale back its relationship with the agency. Twix is to shift to TBWA\, while Mars has moved to the BBDO network.
Media for the campaign is by MediaCom. The ads will also be supported by regional print, outdoor and cinema activity.
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