Death by Chocolate

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"So much chocolate you don't need love," goes the tag of a new campaign for United Biscuits' DeliChoc, the first produced work by celebrated creative team Fred & Farid (aka Frederic Raillard and Farid Mokart) out of their new Parisian outfit Marcel, which they founded four months ago following their two-year stint at Goodby. The integrated effort (viewable at features wacky games in which visitors can gun down Cupid or give Prince Charming and his crotch a nice bruising. There are also viral-friendly spots directed by Partizan's Les Elvis that imply how chocolate can best the amorous sentiment: a groom absentmindedly drags his betrothed through the streets in the wedding-mobile; Cinderella goes to retrieve her lost slipper. "Basically, one of the truths about chocolate is that it's a substitute for love," explains Raillard. "There's a scene in The Devil's Advocate when Charlize Theron asks Al Pacino, 'What about love?' and he tells her that love is nothing. A bar of chocolate has the same effect." With DeliChoc, "after eating it, your fingers turn brown," he continues. "It's for cannibals of chocolate. They have so much chocolate we thought, With that much, you don't need love."
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