Feeling a bit peckish? You might want to reach for a Twix. But how have Mars, Inc. persuaded us to pick a Twix since the product was first launched in the UK in 1967? Let’s take a look at some of the best Twix adverts of all time…
Pick a Side
Just over a decade ago, Twix launched their ‘Pick a Side’ campaign. Were you Left Twix or Right Twix? Mars’s idea was to create a rivalry between the two, putting the brand ‘at the heart of a great story’. The campaign ended up being so successful, with separate packaging for Left and Right, that ‘is there really a difference between Left and Right Twix’ is a regularly-Googled question.
Mars created an origin story, featuring partners Earl and Seamus, who created the biscuit/caramel/chocolate combo together, but then came to bitter blows and divided the company in two.
However, both decided to build a factory, which ended up being… next to each other. ‘Each took very different approaches’, we’re assured. ‘Left Twix lavished caramel on biscuit’, whilst ‘Right Twix topped biscuit with caramel’. ‘Left Twix then covered it with chocolate, while Right Twix smothered it in chocolate’. The tagline, ‘try both, and pick a side’ definitely subconsciously fools you into the idea that the two products might be different, even though they’re demonstrably not.
The ad has a throwback, oompah-style comedy soundtrack to reinforce the 19th-century stylings of the factories and their owners.
The idea continued with the ‘Twix Factory Tour’ ad, where a Left Twix employee is infuriated by an annoying tween with shades of Charlie and The Chocolate Factory’s Mike TeaVee keeps saying that Right Twix have the same things that Left Twix do in their factory. Our guide shuts him up with a handily deployed strip of packing tape. ‘Do they have packing tape like that over at Right Twix?’ he asks him sarcastically.
Twix then brought the Left/Right concept into a more urban scenario with the ‘Bouncer/Doorman’ ad:
Saying that Left Twix and Right Twix are the same is ‘as ignorant as saying that you, a bouncer, are the same as me, a doorman’.
Is your Twix the perfect partner for coffee? Well, that very much depends on where you work, whether your vending machine works for both Left and Right Twix, and which of the two bars you have a preference for. David, unfortunately, prefers a Right Twix and so is out of luck. Switch to Left, David!
Funny Twix Commercials
Upping the humour even further is the Bears/Camping Twix ad made by adam&eveDDB Chicago from May 2022.
Twin campers reflect that it doesn’t matter if you choose Left or Right, ‘because they’re both chewy, crunchy and delicious.’ Two brown bears watching the campers agree that it doesn’t matter which they choose as they’re both… ‘chewy, crunchy and delicious’. ‘You know what else I like?’ asks the bear. ‘The sound of the snap’, says one of the campers, ‘As you bite into it’ finishes the bear.
It’s silly, it’s simple, it’s funny and it’s memorable. After all, when there are so many stressful decisions to make every day, it’s nice to know that Twix (or choosing which identical man to eat) is the one decision you can’t get wrong. The spot was awarded a D&AD Yellow Pencil award for a Social Commercial Under 30 Seconds, and also scored big at last year’s Cannes Lions awards.
Animals are clearly a fun concept for Twix – ‘Philosophical Chickens’ is another humorous ad, this time for Twix Cookie Dough, launched in February 2023.
Two wide-eyed Geordie chickens are enviously watching a man eating a Twix bar with cookie and cookie dough. ‘Kinda makes you wonder which came first – the cookie, or the cookie dough?’ ponders one. The other looks startled and lays an egg, making the connection to the age-old philosophical chicken/egg conundrum.
90s Twix Ads
The Twix commercials from the 90s in the UK featured irritating black and white uber-nerd character Norm, who would pop up, largely where he was least wanted. Having a Twix enabled you to ‘take a break from the Norm’ as he doled out unwanted commentary.
In this ad, a young man wants a sporty motor; Norm appears, giving sage advice on buying something sensible, but is reduced, bite by bite of our hero’s Twix, until he eventually disappears in a puff of biscuit-caramel-and-chocolate smoke.
He was also on hand to offer his opinion when clothes-buying in this spot. But did our heroine want Norm’s thoughts on the suitability of grey polyester? Of course not! Be gone, Norm, she’s got bright colours to wear!
This one from 1998 is a particularly surreal example of the series:
Norm is launched into everything from a pool match to a fashion catwalk and then into a couple’s cab by cheeky Twix-eaters.
Norm’s ads are soundtracked with 60s-esque, Austin Powers-style music to reinforce what a throwback he is.
This ad from 2010, however, just encourages you to scoff both fingers of your Twix at once, because one might be lonely without the other (aww). The concept is held together by the soundtrack, which is Bryan Ferry’s ‘Let’s Stick Together’.
Celeb Twix Ads
Want to know an A-lister’s favourite snack? Of course you do. Here’s Usher proving his fondness for a Twix as he whizzes around a futuristic cityscape, goes underwater and has a dance about on the moon, whilst rapping:
Alternatively, ‘it’s all in the mix’ with Lil’ Bow Wow in a mash-up with an En Vogue-style girl group and a bouncy, polka-esque band (you’ll have ‘Chewy caramel, chewy chewy’ lodged in your brain for days).
Anastacia takes it up another level, adding in some brass and her distinctive vocals:
80s Twix ads also traded on brilliantly catchy tracks – witness the – dare we call it a rap? – for ‘The Snack Gap’ ad:
Yep, whenever there’s a snack gap, Twix fits. This one’s particularly great if you’re a fan of 80s fashions, as well as old Twix commercials.
Take A (commercial) Break
So, there you have it, our roundup of the best Twix ads! For the best of more brands, check out our deep dives on Adidas, Coca-Cola and Ribena, plus the Wonderful Everyday of IKEA.
Read our monthly ad breakdown to keep up to date, or check out which of our tracks have been used by brands recently over on The Edit.
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