Celebrations Christmas advert sees heart-warming return for 'Lonely Bounty'

Mars Wrigley is making a contribution to the Christmas ad season with an update on its “Lonely Bounty" parody of festive retail tearjerkers.

The campaign is a sequel to last year’s ad in which the much-maligned Bounty found love with fellow outsider the Brussels sprout and follows a recent announcement that the chocolate is being removed from Celebrations tubs in a trial due to its unpopularity among consumers.

This year’s ad opens with Mr Bounty being confronted by Twitter trolls before he makes the decision to leave the Celebrations house for a life of solitude. In true Christmas ad fashion, the story takes a heart-warming turn when Bounty is taken in by a kindly woman who reminds him that he is still cared for, before he returns to the Celebrations home with the tagline: “You don’t know what you’ve got till it’s gone.”

EMBARGOED TO 0001 WEDNESDAY NOVEMBER 9 EDITORIAL USE ONLY Behind the scenes pictures from a new Christmas advertising campaign featuring the 'Mr Bounty' character meeting a new friend after he leaves the tub, as Mars Wrigley announces that they will trial a Bounty-less Celebrations tub this festive season. Issue date: Wednesday November 9, 2022. PA Photo. A study conducted by the confectioners found that over-half of the nation would miss Bounty if it was permanently removed from the tub, and almost one-fifth would feel joy if they opened a Celebrations tub to find exclusively Bounty's inside. The ad is calling on the public to show their support, or lack thereof by using #BringBackBounty on social media. Photo credit should read: Matt Alexander/PA Wire (Matt Alexander/PA Wire)

Mars Wrigley said the ad takes “direct aim” at the John Lewis Christmas ads – complete with unexpected friendship and heartfelt montage to the lilting soundtrack. Spokeswoman Emily Owen said: “Bounty has always been a divisive presence in the Celebrations tub but, no matter which side of the debate you stand, our film teaches an important lesson – you don’t know what you’ve got until it’s gone.”

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