Green & Black’s today unveiled its first ever TV spot to promote the new, smooth, Velvet Edition range. The campaign is the first creative to come from mcgarrybowen following their appointment as Green & Black’s creative agency this summer. It is directed by Dorian & Daniel – one of the industry’s hottest new pairings who found widespread fame as new directors whilst studying together in 2015.
Ready or not
Set to the track ‘Ready or Not’ originally by The Delfonics and made famous by The Fugees, the hide and seek lyrics accompany a fast-paced ad with a playful twist. The cinematic spot opens with wolves racing after Red Riding Hood through a dark forest. When the wolves finally catch up with her, the audience sees they have in fact been playing hide and seek. The film finishes with Red Riding Hood counting as the wolves run off to hide again.
Paul Jordan, ECD, mcgarrybowen London – G&B’s Velvet Edition is less intense than regular dark chocolate, and we wanted to bring this out in the work. The re-telling of Red Riding hood in a cool and contemporary way seems the perfect platform to communicate that not everything is as dark as it seems.
Maximilian Adams, Senior Brand Manager Green & Black’s – With the launch of Velvet Edition, we want to inspire consumers to discover a new side to dark chocolate. Our campaign is centered around the ‘Dark but different’ concept and aims to showcase that our New G&B Velvet edition is a smooth more accessible dark chocolate. We’re very excited to see our first TVC going live today.
The ATL campaign is complemented with prince executions and an influencer engagement programme, aiming to drive trial of the new range. The new Green & Black’s TVC will be exclusively revealed to media on Wednesday evening as part of an immersive PR event, which takes inspiration from the fairy-tale world depicted in the ad.
The TVC premieres tonight during Doc Martin on ITV1.
For more information, please visit www.greenandblacks.co.uk or follow Green & Black’s on Facebook, Twitter and Instagram