Observed Signal · Jul 7, 2026 · Campaign Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Twix Releases 'Double Act' Ventriloquist Ad
Twix has launched 'Double Act', a global campaign film from adam&eve\TBWA and director Dougal Wilson that foregrounds a vaudeville-style pairing of handcrafted ventriloquist puppets built by Blink. The 90-second, mostly in-camera film — developed from more than 80 script ideas and shot in a one-day shoot in a South London ballroom featuring talent Max Fulham — will run with 20-, 15- and 6-second edits across broadcast, online and social in more than 20 markets including the U.S. and U.K. The work continues Mars’s 'Two Is More Than One' repositioning (following the award-winning 'Cars' spot and recent 2025 activations) and intentionally avoided generative AI, using only minimal compositing for safety elements like fireworks. The rollout leans on creators and influencers to drive user-generated 'double act' content.
Brand creative and campaign rollout across broadcast, online and social—relevant to agency production trends and cross-channel campaign tactics but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Twix launched the global 'Double Act' campaign by adam&eve\TBWA, directed by Dougal Wilson; Blink built the bespoke ventriloquist puppets.
- Main 90-second, mostly in-camera film with 20-, 15- and 6-second edits for broadcast, online and social; airing in 20+ markets including the U.S. and U.K.
- Handcrafted production: more than 80 scripts developed, one-day shoot in a South London ballroom, featuring talent Max Fulham; minimal post-compositing for fireworks; no generative AI used.
- Extends Mars's 'Two Is More Than One' repositioning, following the award-winning 'Cars' spot and recent 2025 activations including a Super Bowl stunt and an AI-powered WhatsApp duet tool with Meta.
- Rollout emphasizes creators and influencers and encourages user-generated 'double act' social content.
Connected Companies & Entities
2 Entities mapped““‘Double Act’ is a perfect example of our brands finding new ways to entertain,” Rankin Carroll, global chief brand officer at Mars Snacking...”
“Mars later expanded the idea with an AI-powered WhatsApp tool developed with Meta that transformed users’ voice messages into duet harmonies...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Twix launches 'Double Act' ventriloquist ad
Twix has released 'Double Act', a 90-second spot built around one puppeteer operating two ventriloquist dummies lip-syncing Nelly and Kelly Rowland’s 'Dilemma'. The film, directed by Dougal Wilson and created by adam&eve\TBWA for Mars Wrigley, emphasises practical stagecraft over post-production or interactive tech. The ad will be cut into 20-, 15- and 6-second edits for broadcast, online and social, with a TikTok push inviting user duets. The campaign is rolling out across more than 20 markets, starting in the US in July followed by UK and EU rollouts, supported by paid, earned, shared and owned media. Credits include production company Blink, editor Final Cut, VFX by Untold Studios and colour grading by CompanyThree.
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