Have you seen the new Maltesers UK advert? Their newest video takes a lighthearted look at #lesbian dating.
It might only be 30 seconds long, but the ad – which revolves around a light-hearted chat between friends about dating – features a main character who just happens to be a lesbian (and a vegetarian, ‘course).
Sarah opens the advert by looking balefully at her phone, before explaining to her three friends: “I think I’ve worked out why I’m finding this dating thing really tough.”
She picks up a Malteser and adds: “This is me: ‘Hi, I’m Sarah, please date me.’
“Almost like I’m being discriminated against or something.”
Silence abounds at the friends’ coffee table.
Then one asks: “Is it because you’re a lesbian?”
“No,” comes the laughing reply.
“Because you’re a vegetarian?”
“I’m an accountant,” she confesses.
“Oh my god, that’s disgusting,” comes the teasing response.
“That’s not natural.”
“Do your parents know?” asks another friend.
“Haven’t told them yet,” she says.
“Ooh, to be a fly on that wall,” another comments, making Sarah laugh.
Michele Oliver, Marketing VP at Mars Chocolate UK, explained that the ad was part of a broader drive to shine a light on underrepresented women.
“The adverts recreate real-life situations faced by women from different groups in society who you don’t often see or hear from. We’re telling their stories to help combat perceived stereotypes and celebrate our similarities, whilst at the same time hopefully making people smile! These adverts explore the topics in a fun, engaging and humorous way.”
The company also revealed that Stonewall helped to source some of the focus groups who contributed ideas to inspire the ad.