A woman runs through life frenetically trying to "have it all" in a new U.K. TV ad for Mars-owned chocolate brand Galaxy -- but in the end she chooses chocolate instead.
The spot, by AMV BBDO, launches a new tagline, "Choose Pleasure," and according to Galaxy (which is known as Dove in the U.S.) is "the biggest and boldest shift in the history of the brand." Previously, its best known campaign was a series of ads that resurrected Audrey Hepburn in CGI.
In the new ad, which is directed by Andreas Nilsson, a young woman in jogging gear runs through a series of scenarios, as she urges herself to "lean in and get a glass-ceiling smashing job," be "supermom," "red-carpet ready on a Monday," see all the latest shows, spend quality time with her girlfriends ("hashtag fun") and more. The voiceover gets more and more frenetic until she screams "Shut Up!" and then grabs a bar of Galaxy from a random guy in the crowd before strolling calmly away.
It's a wittily-scripted ad about the pressures of modern life that perhaps all women can relate to. But they may feel a little let down by the ending -- if only it were that simple that it could all be solved by chocolate....