Hershey Canada introduces Eat-More Caramel, a brand extension of its established Eat-More candy bar, today with a humorous 30-second spot from DDB Needham, of Toronto.

The new version of Eat-More features caramel and was designed for consumers looking for a sweeter taste than the original Eat-More.

The challenge faced by the agency was how to communicate the point of difference – caramel – between the two products without resorting to the cliched caramel pouring and swirling shot.

The creative team decided to work on the premise of miscommunication.

The spot opens with a street scene in which the new Eat-More Caramel commercial is being filmed.

When the director yells ‘Action,’ a camel wearing an Eat-More Caramel banner, saunters into view.

The director proceeds to tear up the scenery with a humorous tirade, all the while pointing out to the crew the absence of the word ‘camel’ in the script.

While the director’s antics are indeed humorous, he is completely upstaged by Clementine the camel.

Clementine, found at the Bowmanville, Ont. zoo after an exhaustive talent search, is not fazed by the goings-on and even nuzzles and bats her big brown eyes at the director.

The camel theme will also be used for in-store material.

The commercial is airing across the country, with the exception of Quebec.