Cadbury’s Bournville dark chocolate has been around for over a century, but doesn’t have quite the premium, high cocoa percentage cachet of some of its newer-to-the-market rivals.
In its first major ad push since 1982, the brand is wisely making a virtue of its approachability, rather than attempting to pitch its tent on premium turf. As three people take a break from a boring conference, one man offers to share his bar of Bournville – to the scorn of his buddies. “You call that dark chocolate?” says one.
The writers had fun with this: our hero sits it out as his colleagues compete over how joyless and “enormously complicated” their tastefully packaged dark choc is. “To the uneducated palate this one tastes like burnt tyre,” offers one. “This one captures bitterness, astringency and resentfulness,” counters the other.
The cut-down version works better than the 90-second edit, which strings out the joke too much, but the point – enjoyment over endurance – is made wittily. It will surely trigger a few debates among viewers.
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