Two is more than one. It’s an idea that Twix, whose product is made up of two chocolate and cookie bars, has been defending for more than a year. After proposing a high-voltage campaign in 2025, the Mars brand delves into the concept with a more minimalist approach in “Double act”, a campaign designed by the agency adam&eveTBWA and which puts the message in the mouths of two identical puppets.
The ad could well be a video clip, as it stars two ventriloquist dolls who passionately perform the iconic song “Dilemma,” by Nelly and Kelly Rowland, a global hit from the early 2000s. It begins with a close-up of one of the puppets and as the song progresses, a second doll appears, creating an unexpected duet.
The acting of the puppets increases in crescendo and culminates with a display of pyrotechnics and an emotional saxophone solo to accompany the claim “Two is more than one.” With this, Twix once again relies on a product truth to build its brand differentiation in a saturated category.
It was directed by Dougal Wilson, director of the film “Paddington in Peru”, and was produced by Blink.
The advertisement is the main piece of an international campaign. It is initially launched in the United States and will then be activated in the United Kingdom, followed by its subsequent distribution in European Union markets. It will feature executions on television, connected television, online platforms and social networks, and collaborations with influencers and content creators.
In addition to the long piece, lasting 90 seconds, there will be shorter versions that will highlight different moments of the puppets’ particular performance and that will be broadcast on platforms. In these, the brand will encourage users to form their own comedy duos on TikTok and show the world their performances, according to Little Black Book.
The brand and the agency assure that the campaign is based on Twix’s ambition to generate entertainment, fun and a personal and lasting relationship with consumers. They also highlight that they have opted for traditional production and not for artificial intelligence. “We could have done it with AI. We choose to capture everything on camera, because things are more fun when they are real, and they are more real when they have soul” commented Fabio Ruffet, Vice President of Brands and Content at Mars Snacking, via LinkedIn.
