AlmapBBDO takes a pause for Twix

Is an idea truly clichéd if you don’t see the cliché until the very end?

I had to ask myself that after seeing this 60 second spot for Twix from Sao Paulo’s perennial award winners AlmapBBDO. When it was finished, I knew I had seen the basic idea a dozen times before — usually with home entertainment products and other things with a PAUSE button — but because I didn’t pick up on it until the end, it was a pleasant surprise. And really, isn’t that the point of advertising? Not to reinvent things every time, but to put a twist on something already familiar.

Meh, I think I’m being too philosophical for a candy bar ad.