Haribo's amusing "Kids' Voices" TV campaign gets a new twist in the latest spot by Quiet Storm, the London agency whose ads for the brand are now running in 11 countries.

The new spot in set in an elevator and at first follows the campaigns well-established formula, with a quartet of adults (including two smartly-dressed businessmen) speaking enthusiastically about the Haribo candy in the voices of children. However, for the first time the scenario includes a real child, who suddenly informs the adults that the Haribo has 30 per cent less sugar, in a deep man voice.

The ad is directed by Mary-Sue Masson and is running for three months both on TV and online.