A lighter look at life

A lighter look at life

UK – Maltesers is taking a nuanced approach to disability in its new series of light-hearted anecdotal adverts.

Article/20085 e23
Look on the Light Side by Malteasers and AMV BBDO, UK

UK – Maltesers is taking a nuanced approach to disability in its new series of light-hearted anecdotal adverts.

  • The ads form part of a wider initiative by Channel 4 to promote diversity
  • In a similar vein to Maltesers’ previous Look on the Light Side theme, protagonists relay embarrassing real-life situations

The ads feature three young disabled women who recount awkward romantic encounters, using Maltesers as props. The tone of the shorts is light-hearted yet honest, with one woman describing how her boyfriend’s new dog had accidently eaten her hearing aid.

The Channel 4 initiative, Superhumans Wanted, was launched earlier this year to encourage diversity among advertisers. The broadcaster has dedicated this year to promoting disability within its editorial content, but this marks the first time it has extended its influence into commercial airtime.

Until 2012, when Channel 4 launched its Superhuman campaign for the Paralympics, disability in advertising was virtually non-existent. Since then brands such as Smirnoff, which featured D/deaf dancer Chris Fonseca, and Guinness, whose 2013 ad starred wheelchair basketball players, have sought to become more inclusive.

The Big Picture

Brands are moving towards a more inclusive style of advertising in which the focus is on the individual rather than on traditional identity-markers, such as gender, disability and race. For more, see our Neutral Culture macrotrend.

Discover More News
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
New wearable tracks hydration levels in real time

News

New wearable tracks hydration levels in real time

Researchers at the University of Texas at Austin have developed a non-invasive wearable that continuously monitors hydration levels in real time.
Wearable Technology : Healthcare : Hydration
Stat: Online resale is booming in Britain

News

Stat: Online resale is booming in Britain

Online resale is booming in Britain, with pre-owned shopping now worth £4.3bn ($5.8bn, €5bn) annually and is set to rise to £4.8bn ($6.4bn, €5.5bn)...
Retail : Fashion : Technology
Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

News

Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

Prada’s campaign for the 2025 Qixi Festival – often referred to as Chinese Valentine’s Day – reimagines China’s legendary love tale through an...
Luxury : Fashion : Chinese Folklore
M&S tracks plastic’s afterlife with invisible UV packaging tags

News

M&S tracks plastic’s afterlife with invisible UV packaging tags

M&S : Sustainability : Retail
Stat: Britons are increasingly turning to biohacking through wellness supplements

News

Stat: Britons are increasingly turning to biohacking through wellness supplements

According to a July 2025 YouGov poll, one in five Britons (21%) have taken a wellness supplement in 2025 – pointing to the rise of personalise...
Health And Wellness : Supplements : Stat
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN