Whilst lockdown continues to be a testing and trying time for many, it is also demonstrating that human connection can still be found virtually. We are still able to share in many moments that matter, even though we continue to be separated from many of our loved ones.

The beauty of connecting via a screen is that humour still translates, whether it’s through sharing stories of lockdown fails, boasting parents being brought down a peg or two by their mates or a haircut gone wrong. These lighter moments in life are what Maltesers has so successfully made a core pillar of its marketing. 

The brand’s most recent campaign from AMV BBDO celebrates the moments that make women laugh in spite of the challenges they are facing under lockdown. The ads show a group of female friends socialising over video call, chatting about everything from video dating to make-up etiquette or simply sitting in companionable silence, the crunch of a Malteser the only sound that can be heard.

Shot, directed and produced entirely remotely, without any user-generated content, the slots still maintain the ‘Look on the Light Side’ positioning that encourages people to laugh their way through embarrassing and awkward situations.

Alongside the importance of humour, Maltesers recognises that isolation and lockdown are an increasingly difficult time for many, so are signposting their partnership with mental health charity Mind for viewers looking for advice and help.

Whilst the ongoing lockdown presents many challenges for different people, what this campaign wants to do is remind viewers that, if it all gets a bit too much, a quick catch up with friends can help to lighten your mood.