Mars candy brand Twix has built a whole campaign around a patently absurd concept—that there is such a thing as a “left Twix” and a “right Twix” in a Twix pack; that they’re somehow different from each other; and that they’re actually bitter rivals.

That campaign, silly as it may be, has been running for an impressive five years now, having been introduced at the Cannes Lions festival way back in 2012. And now, the brand is upping the ante by extending the gag to the packaging—and rolling out specially marked Left and Right Twix packs.

At the same time, it’s acknowledging the ridiculousness of the whole concept in a pair of TV spots from BBDO New York that feature people who are the same, but different—like a mortician and an undertaker. Check out those spots here:

On the one hand, it’s surprising this campaign has lasted so long, given that it makes no sense at all (though of course, this is a category that revels in nonsense). The packaging gag shouldn’t be a huge surprise, though—Mars has been big on specialty packaging for years with its Snickers brand.

Check out the new Twix packaging shots below.

CREDITS

Client: Mars Chocolate North America

Spots: “Undertaker / Mortician,” “Bouncer / Doorman”

Agency: BBDO New York

David Lubars, Chief Creative Officer, BBDO Worldwide

Greg Hahn, Chief Creative Officer, BBDO New York

Gianfranco Arena, Executive Creative Director

Peter Kain, Executive Creative Director

Peter Alsante, Creative Director

Kim Baskinger, Creative Director

Bryan Stokely, Senior Copywriter

Martins Zelcs, Senior Art Director

David Rolfe, Director of Integrated Production

Amy Wertheimer, Group Executive Producer

Alex Gianni, Executive Producer

Melissa Chester, Executive Music Producer

Jeff Regan, Social Media Creator

Kirsten Flanik, President

Susannah Keller, Global Account Director

Lisa Piliguian, Account Director

Tani Corbacho, Account Director

Aparna Joshi, Account Manager

Danee Fields, Account Executive

Annemarie Norris, Group Planning Director

Christina Stoddard, Planning Director

Sean Stogner, Senior Communications Planner

Allison Miazga-Bedrick, Brand Director – Filled Bars Portfolio

Thomas Hedworth, Sr. Brand Manager, Twix® Brand

Biscuit: Production

Aaron Stoller, Director

Bob Yoeman, DOP

Samantha Gore, Production Designer

Shawn Lacy, Managing Director

Holly Vega, Executive Producer

Mercedes Allen-Sarria, Head of Production

Rachel Glaub, Head of Production

Cindy Becker, Producer

Ash Marshall, Production Supervisor

N06 – Editorial

Jason Macdonald, Editor

Ryan Bukowski, Asst. Editor

Ling Chua, Asst. Editor

Corina Dennison, EP

Laura Molinaro, Sr. Producer

Ed Skupeen, Flame/Fxs

Mark Reyes, Asst. Flame/VFXs Artist

Sound Lounge – Audio

Tom Jucarons, Mixer