The stage is set with red curtains, a single microphone and a dummy solemnly performing the opening lyrics of Dilemma. Only when the camera pulls back does it become clear that this is not a solo performance. A second ventriloquist dummy appears alongside the first, and what began as a slightly strange ballad develops into a duet with rap verses, harmonies, pyrotechnics and a final saxophone solo.
This is how Twix continues its communication platform Two Is More Than One, introduced last year, this time with the Double Act campaign created by adam&eve\TBWA.
The idea has remained simple: two chocolate bars are better than one. Instead of explaining it through conventional product shots, Twix has turned it into a humorous stage performance.
The main film runs for 90 seconds and was directed by Dougal Wilson, also known as the director of Paddington in Peru. The production relied largely on puppetry and practical effects, with minimal post-production, meaning that the dummies, their movements and the stage elements were filmed directly in front of the camera.
The song Dilemma, the 2002 hit by Nelly and Kelly Rowland, adds another layer of absurdity to the entire performance. The dummies exchange lyrics like a serious musical duo, while the act gradually becomes increasingly theatrical. It is precisely this contrast between the rigid wooden performers and the emotional R&B hit that drives the film’s humour.
The campaign first launched in the US market in July, with the UK and other European markets to follow. Distribution is planned across more than 20 countries through connected TV, online video, social media and other paid and owned channels.
Alongside the main film, versions lasting 20, 15 and six seconds have been prepared, featuring different parts of the performance. The campaign will also expand through collaborations with content creators and activations on TikTok, where users will be encouraged to perform in pairs and create their own versions of double acts.
Double Act continues the direction of earlier Twix projects Second Screen Staredown and Harmoniser, which connected the idea of two chocolate bars with technology, screens and audience interaction. The new campaign chooses a different tool but retains the same principle: the number two is not merely a packaging detail, but the entire creative mechanism.
