We have had some amazing ads for confectionary over the years.
Rolo.
Then, of course, the pinnacle … Cadbury Gorilla.
However one of the things I still haven’t quite understood is how we have also had some of the absolute worst.
I mean, for years, it was Ferrero Roche’s Ambassadors Table that was top of the shitness charts. An ad so bad, that it became great for its utter kitschiness.
And while no one ever really believed they were the chocolate favoured by diplomats, royalty and Ambassadors … it was a strategy that worked for many – from After Eights to Viennetta.
However there’s another ad that I’ve just seen that puts Ferrero firmly in second place.
They’re not saying they’re sophisticated.
They’re not claiming to be for special occasions.
They’re saying they are ‘so much fun’.
SO. MUCH. FUN.
Now don’t get me wrong, they’re a nice tasting bite, but fun?
They’ve never played video games with me.
They’ve never watched movies with me.
They’ve never even suggested you can use them as chess pieces.
What the hell is fun about it?
To answer this, let’s have a look at the ad they’re running shall we.
Did you watch it?
Did you survive watching it?
If it’s any consolation, that is still better than the one they ran last Christmas.
So, based on that monstrosity, they think they’re ‘so much fun’ because when you open up a pack, everyone comes out because they want to shove one of the caramel, chocolatey-hazelnut, nougat things right down their throat.
Which highlights 4 issues I have with this premise.
1. The client and the agency have no idea what fun actually is.
2. Even if it was ‘so much fun’, wouldn’t all confectionary be able to say that?
3. Where I come from, sharing something you like is cause for a fight, not fun.
So to dear old Toffifee … may I humbly suggest you sort yourself out.
Your ads are pants.
Your ingredients aren’t that unique.
The spelling of your name is absolutely horrific.
And most of all, your product is fair, but not fun.
Sort that out, and you can make Ferrero ads the most stupid again.
You’re welcome.