What better way to communicate indulgence in a dessert than by immersing your audience in it? Visually, of course. That’s what Gü is up to in its new ad, which takes a deep dive into one of its pots.

Along with a smattering of sugar sprinkles, our first-person journey sees us plunge directly into a Gü Zillionaire cheesecake. We cascade through its layers, over an oozy salted caramel waterfall and into an earthy biscuit base. The effect is impressive, if rather brown, and not particularly innovative.

What is different is the jazzy soundtrack, over which a narrator/emcee constantly says things like “now for something smooth” and “bring on the showstopper”. This is a bit bemusing, but putting the viewer inside a pud is a good way of showing how much the brand packs into its pots.

Topics