Galaxy, the Mars-owned U.K. chocolate brand known as Dove in the U.S., portrays chocolate-eating as a relaxing escape from the pressures of social media and digital technology overload in a new campaign by AMV BBDO.
Replacing its previous campaign which resurrected Audrey Hepburn in CGI, the brand has chosen actor and poet Jade Anouka as the new face of the brand. The ad depicts her on a train journey, where first she's distracted by a mysterious blue bird (a barely-disguised Twitter reference), then, as she follows it into another compartment, bombarded by post-it notes and video-game style shapes. Finally, she fights her way out of the tech nightmare, switches off her phone and sits back to enjoy her bar of chocolate.
Directed by Sam Pilling from Pulse films, the campaign was co-created with BBDO NY; while the Galaxy version will run in the U.K. & Ireland on TV, in cinemas and online, the Dove version will be seen in the U.S.on YouTube only.