The Italian confectioner firm Ferrero axed the famously wooden "ambassador's party" ad four years ago, which, despite terrible dialogue, was both loved and hated in equal measure.
The move follows a series of ads featuring people who can not bear to part with their Ferrero Rocher, including last year's "back door" by Publicis, in which a couple ate their chocolates on the way to a party.
The "ambassador's party" makes a thoroughly modern comeback, with the twist being that their man in some unnamed country has become a woman. Called "the leading lady" and created by Ferrero's Turin-based in-house agency Publiregia, it breaks nationwide next Monday for an initial three-week burst. It will be followed by a second run from November 10 right up until Christmas and is backed by a 拢3.4m spend.
In the new commercial, the ambassador's reception is, as always, already under way. It all seems very formal until a glamorous female enters the room and immediately relaxes the rather proper atmosphere.
With anticipation palpable, viewers don't have to wait very long for the famous line to be uttered as a male guest calls out: "Ah, Ambassador". The ambassador tells us that she loves to put her guests at ease; she enjoys playing the perfect hostess as this comes naturally to her.
She is then seen subtly beckoning over a handsome young waiter carrying a pyramid of Ferrero Rocher. As the waiter passes through the room, the party gets into full swing and we learn that Ferrero Rocher is the ambassador's "special secret" to entertaining.
It is as awful or good as it ever was, even up to the end line where the camera focuses on the Rocher pyramid and the ambassador says: "It never fails". The final voiceover tells us: "Ferrero Rocher, knowing how to receive is knowing how to give."
The ad was directed by Martha Fiennes, sister of Ralph and Joseph Fiennes, for the British and Irish markets. And, keeping it in the family, brother Magnus Fiennes composed the original score for the 30-second spot.
Markus Huelsmann, marketing manager for Ferrero Rocher, said: "Consumers love the great taste and sophistication of Ferrero Rocher. We have listened to their thoughts on our advertising campaigns and we are revitalising the ambassador's reception with our iconic Rocher pyramid."
He added: "The original 'ambassador's party' is a classic and still figures in top 20 ads lists. Its core values are still relevant to the consumer and we expect this update of the ambassador will make them even more so."
Media planning and buying for the campaign was through Initiative and the production company was Stillking.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .