The long-awaited successor to Ferrero Rocher's 'ambassador's party', the cult commercial loved and loathed by millions of TV viewers, is set at a very English dinner party.
The ad, created by Banks Hoggins O'Shea/FCB, centres on a crafty hostess's attempts to hide the Ferrero Rocher because she does not want them all to be eaten.
It also introduces a new strapline: 'Give Ferrero Rocher ... grudgingly.'
The Italian confectioner decided earlier this year to axe the 'ambassador's party', in which the diplomat was complimented by his guests on his 'eccellente' taste.
Executives believe the film, infamous for its wooden acting and risible dialogue, has become such a joke that sales could suffer.
The 'ambassador' was the creation of Ferrero's in-house agency, the Turin-based Publiregia, and has been seen across the company's major European markets for the past six years.
'The 'ambassador's party' has been around for years and consumers become concerned if a brand does not innovate,' Sven Olsen, the Banks Hoggins managing director, said. 'Unless Ferrero Rocher moves on people may question its popularity and lose confidence in the brand.'
Olsen added: 'We have cut the links with Ferrero Rocher's past advertising and have based the new campaign on a simple consumer truth.'
The commercial, which was directed by Derek Coutts through BFCS, will spearhead a pounds 2.5 million campaign breaking on 23 October to coincide with the pre-Christmas sales period. It was written by Dave Alexander and art directed by Rob Fletcher. Media is by Initiative.
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