These chocolate ads spice up bored coupledom for Valentine's Day

Latest print work from Le Chocolat des Francais and TBWA/Paris is delightful and naughty

Published On
Feb 07, 2022

Editor's Pick

French chocolate brand Le Choclat de Francais impressed us last year with a gorgeous print campaign that juxtaposed positive and negative cliches about France via candy bar wrappers. The campaign won several awards, and now the advertiser is back with equally eye catching work for Valentine's Day. 

The campaign, by TBWA/Paris, uses some delightful and naughty graphics promoting its "spicy" ginger chocolate flavor. Encouraging couples who have fallen into a rut to "spice up" their love life, it uses optical illusions to show suggestive sexual imagery in the midst of scenes of bored coupledom.

There are couples of all sexes, on their phones, doing the dishes, reading the paper in bed, doing a jigsaw or sitting grumpily on a sofa, but look more closely and in the midst of each scene, there's more than a hint of the erotic. Each execution in the campaign was created by a different illustrator. 

"On Valentine's Day, it is common to see campaigns that talk about love with a lot of good feelings," said Paul-Henri Masson, co-founder of Le chocolat des Français, in a statement. "We wanted to do something very French, more focused on passion and desire, while remaining funny and aesthetic, in the DNA of our brand."

Meanwhile, if you want to see if the chocolate has the same effect, well, it's available on the brand's website as well as from its Paris store.




Eiffel Tower







Feb 08, 2022
Client :
Le Chocolat des Français
Agency :
Brand Communication Director :
Matthieu Escande
Brand Communication Director :
Paul-Henri Masson
Account Lead :
Stéphanie Caude
Account Lead :
Chloé Loison
Executive Creative Director :
Benjamin Marchal
Executive Creative Director :
Faustin Claverie
Art Director :
Olivier Mularski
Copywriter :
David Philip
3D :
3D :
Younes Chekouh
3D :
Thomas Milvaux
Print :
Media :
Pierre Draber
Fruits :
Simon Landrein
Flower :
Anaïs Lefebvre
Cocktail :
Paul Thurlby
Eiffel Tower :
Laurene Boglio
Candle :
Aurore Carric

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