Neilson Cadbury campaign launch

Neilson Cadbury encourages those midday cravings for food with a New campaign for its Neilson Choclairs Bar from Leo Burnett, Toronto.Five 30-second radio spots and one 30-second tv commercial have been created around a devilish craving and its demand for Choclairs.The...

Neilson Cadbury encourages those midday cravings for food with a New campaign for its Neilson Choclairs Bar from Leo Burnett, Toronto.

Five 30-second radio spots and one 30-second tv commercial have been created around a devilish craving and its demand for Choclairs.

The radio spots begin with the main character Judy saying, ‘Every day around three o’clock, I get a little craving.’

Then, the craving takes over, begging, grovelling, sweet-talking and demanding until Judy gives in and has a Choclairs bar while the craving moans with happiness.

Each spot ends with, ‘For that three o’clock craving that you just can’t ignore.’

The tv spot, ‘Yeah Yeah Yeah,’ began a 10-week flight early this month.

The craving’s demands are heard and seen via supers, which are interspersed with close-ups of a Choclairs bar being made – from whipped chocolate filling oozing between wafers to its chocolate coating being drizzled over all.

The craving, in the throes of ecstacy, utters provocative lines such as ‘Whip it…whip it…whip it…good,’ ‘Oh, baby…’, and ‘Yeah…Yeah…Yeah…Oh, nice,’ while the Choclairs is prepared, and then calls to Judy to remind her that it is almost three o’clock.

Credits go to Martin Shewchuk, creative director, copywriter and art director, and Ken Rodger, producer.