Twix’s maths checks out in its 'Two is more than one' campaign

Twix is riding high on nostalgia, high octane thrills and a knowingly silly catchphrase in its latest adam&eveDDB campaign.

Twix’s new campaign combines high-speed action with a playful twist, reinforcing its latest global brand platform, "Two is more than one".

Set against the backdrop of a nostalgic 1970s-style car chase, the advert follows a protagonist in a high-speed pursuit. As the chase intensifies, the lead car dramatically veers off the road, tumbling down a cliff. Surprisingly, the driver emerges unscathed and cheerful, revealing that he was operating a car stacked atop another car.

This unexpected and surreal scenario humorously underscores the campaign's central message: two is indeed more than one. Hard to argue with that.

Twix’s dual momentum

Twix is famous for playing on the duality of its snack presentation. Its ‘Pick a Side’ campaign depicted a fictional rivalry between the Left and Right Twix bars, encouraging consumers to choose their preferred side.

Another notable campaign featured the "Norm" character, portraying an overbearing figure whose presence was mitigated by enjoying a Twix, allowing individuals to "take a break from the Norm."

Additionally, Twix has collaborated with the Ying Yang Twins for a Super Bowl promotion, emphasising the theme that "two is better than one" and offering fans a chance to win two solid gold bars.

Our Take

This latest Twix advert is absurd but entertaining, with a double-decker car and a catchy phrase reinforcing the dual-bar nature of Twix. The nostalgic cinematography, reminiscent of classic 1970s action films, adds a layer of charm.

The catchphrase has divided a few people I’ve chatted with. I like its stupidly simple assertion, but apparently, results may vary.

Credits

Agency: adam&eveDDB
Creative Directors: Colin Booth, Ben Stilitz
Writers: Ben Robinson, Mike Whiteside
Director: Vedran Rupic (Business Club)