Created by Abbott Mead Vickers BBDO, "Done some bad? Do some good" follows a man, Mr Nasty, as he carried out a series of acts of amusing mean-spiritedness: popping a balloon, blowing out the candles on a 100th birthday cake, standing on a tube of paint and squirting it in someone’s face.
But Mr Nasty’s determination to do evil is foiled when he eats a piece of Goodness Knows, which gives 10% of profits to good causes.
It was created by AMV's senior copywriter Zac Ellis and senior art director Rich Littler, and directed by Mike Maguire through MJZ. The media agency is MediaCom. The campaign will run on TV and on YouTube.
Michele Oliver, vice-president of marketing for Mars Chocolate, said: "We were thrilled to launch Mars Chocolate’s first brand in 20 years this summer and it’s even more exciting to see Goodness Knows on television screens around the country.
"The campaign highlights what Goodness Knows is all about – providing consumers with a delicious treat that matches their values by spreading a little goodness across local communities across the UK."
Rosie Arnold, creative partner at AMV BBDO, added: "Mr Nasty is a wickedly likeable character, who’s devilish ways will hopefully give people a little smile, as they see him ‘accidently’ eating Goodness Knows. We want to show people that even when you’ve done some bad, you can do some good."