Made to be Enjoyed, Not Endured

Client: Cadbury

Bournville (the chocolate, not the town) was created in 1908. A simple, straightforward, no-nonsense, easy-to-enjoy dark chocolate.

Since then, the dark chocolate category has gotten a little bit snobby.

The brief was to challenge the elitism of dark chocolate and make Bournville the antithesis. No jargon, no gatekeeping, just unapologetically tasty dark chocolate that everyone can enjoy.

So, Bournville launched its first advert since the 70s and created a film that took category clichés and gleefully turned them on their head.

The film sees two aficionados puff out their chests, sparring over obscure cacao origins and absurd tasting notes, each trying to out-snob the other. Meanwhile, a lone Bournville fan looks on, blissfully enjoying a chunk of chocolate without the theatrics. It's a comic mic drop for a bar that's never needed to shout.