The Israeli offices of Saatchi & Saatchi had a fairly simple idea to promote client Splendid Chocolate, which is owned by the larger Strauss Group: document kids experiencing their first encounter with dark chocolate.
Everyone (or at least anyone who was once a child) will understand what a cruel prank this is.
It’s definitely a unique way to sell chocolate, and the dramatic slow-mo footage is somehow cute without being too cloying. Did we even really need the model at the end?
As the agency put it in the pitch:
“Some things (not many) still belong exclusively to the realm of adults, and any kiddy attempt to overstep those boundaries is bound to expose them to some unpleasantness.
Dark chocolate is no exception. It’s not made for kids!”
Yet dark chocolate is still somehow healthier (read: less completely terrible for you) than its competitors milk chocolate and white chocolate. Lance Armstrong even told us that kids can eat it in moderation, though BBR Saatchi & Saatchi and the cast of this ad may disagree.