Having introduced us to its new Chocolat Luxe with one ad (featuring a particularly ostentatious Rube Goldberg machine), Baileys is focusing on the product itself with this new one.

Luxe contains real Belgian chocolate and this ad emphasises its premium, chocolatey luxury. A sea of molten, creamy choc oozes from the screen, covering the limbs and lips of a variety of pouting models. An Irish cream goddess bursts into shot, and the two elements combine in a sensual blur until we’re left with an inviting liqueur.

It’s trippy, but seductive, like the opening credits to a James Bond movie (if 007 was a chocoholic). But the superb visual effects and Apparat soundtrack give it a modern edge, too. Tasty.

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