Brands have a strange habit of presenting eating chocolate as a sexy experience. But indulgence doesn’t need to look so glamorous, as Toblerone’s new ad joyfully illustrates.

Directed by Martin Werner, the ad showcases the less flattering, cheek-stretching facial contortions caused by Toblerone’s awkward triangular shape. The creative team have clearly enjoyed tapping into the spectacle of Kubrick’s 2001: A Space Odyssey, with their use of slow motion visuals and Strauss’ The Blue Danube for the score.

Instead of shying away from the realities of the product, the ad positions Toblerone as an invitation to enjoy chocolate freely and confidently, no matter how wacky it might look to bystanders.

Created by Le Pub, the ad is the first from Toblerone’s new global campaign, Chocolate Like Nobody’s Watching, which is “about permitting yourself to experience pure, unadulterated bliss, one triangle at a time”, according to senior global brand director Magali Mirault.

The campaign is topped with glossy yet playful still ads shot by Amy Lombard, and will be running globally with increased activity in Switzerland, the UK, and Australia.

Credits:
Agency: LePub Milan
CCO LePub Worldwide: Bruno Bertelli
Global CCOs: Cristiana Boccassini, Mihnea Gheorghiu
Global ECDs: Luca Boncompagni, Fernando Rubin
Head of Art: Andrea Ferlauto
Global Creative Director: Jack Christensen
Associate Creative Director: Andrea Ferrara
Senior Creatives: Joao Araujo, Katharina Haller
Junior Creatives: Alessandro Traverso, Vincenzo Russo, Daria Guseva
Production and Post-Production Company: Prodigious
Director: Martin Werner