Hamburg, August 2019 – Hamburg-based agency TRACK won the international project pitch for its client Lindt. The task was to develop a new, global TV spot for Lindt Excellence’s dark chocolate range. Starting in August, it will be shown on all major German television stations.
The commercial tells the story of a woman who begins her well-deserved evening ritual after an exhausting day. She takes off her pumps, puts on a vinyl record, and then savors the dark chocolate. Her intense taste experience while enjoying Lindt Excellence is illustrated by spectacular chocolate pictures in super slow motion.
Lindt Excellence is synonymous with dark chocolate in various cocoa proportions, so that everyone can discover his/her favorite kind of chocolate. The MILD varieties are particularly appealing to consumers who find conventional dark chocolates too bitter. The Lindt Maître Chocolatier, who plays a central role in the campaign, shows how the unwanted bitter substances escape via extra-long conching, thus creating a full-bodied, but not too bitter taste experience.
“Dark chocolate was chosen deliberately, because its consumers are discerning connoisseurs. They are exactly the sort of people we want to appeal to with this spot,” explains Britta Poetzsch, CCO Campaign at TRACK.
The commercial was directed by the American Karina Taira, who is known for her elaborate food and beauty films. The Marmalade (Hamburg) was responsible for production.