Candy brand Black Forest manages to insert a NSFW frisson into an ad for gummies in its new campaign. That's quite an achievement--and it's also hilarious.
Joan Creative, agency for the Ferrara-owned brand, has decided to focus on the Black Forest name by setting the ad in a kind of ridiculous faux-Bavarian fantasy world (think the Milka "Lilaberg" campaign on steroids). The tagline is "So juicy, Ja!" and throughout the ad we see the various ways the Black Forest inhabitants harvest their land to extract the juicy gummies. This includes blowing on an enormous "juice horn," while lederhosen-clad men shake the trees with suggestively-positioned sticks to collect the candies.
We also get to see the crowning of the "juice queen," the tradition of standing on mossy rocks and some hopeless bird-scarers. Directed by Sam Brown of Imperial Woodpecker, it's delightfully silly stuff, and will no doubt help it stand out in a competitive sector that also includes the likes of Haribo.
The campaign will run online and on TV while the marketing effort will also include a partnership with Lonely Planet exploring the customs and traditions of The Black Forest, via creative media agency Noble People, as well as various events throughout the summer.