Toblerone is turning heads with its latest global campaign that embraces chocolate indulgence in its quirkiest form. Departing from the polished and often over-sexualized portrayals of chocolate eating, the brand leans into authenticity and humor with its new ad, Chocolate Like Nobody’s Watching.
Directed by acclaimed filmmaker Martin Werner, the spot highlights the often awkward reality of eating Toblerone’s iconic triangular bars. The visuals—shot in elegant slow motion and set to the sweeping tones of Strauss’ The Blue Danube—playfully mirror the grandeur of Stanley Kubrick’s 2001: A Space Odyssey. Instead of glamour, viewers are treated to an array of exaggerated facial contortions, capturing the real, unfiltered joy of chocolate consumption.
Created by agency Le Pub, the campaign celebrates the idea of indulging without self-consciousness. “It’s about permitting yourself to experience pure, unadulterated bliss, one triangle at a time,” says Magali Mirault, senior global brand director at Toblerone.
Complementing the TV spot, the campaign includes a series of bold still visuals by photographer Amy Lombard. Her signature style adds a glossy yet humorous twist to the visuals, reinforcing the message that indulgence can—and should—be personal and unapologetically fun.
Set to roll out globally, Chocolate Like Nobody’s Watching will have a strong presence in Toblerone’s key markets, including Switzerland, the UK, and Australia. By embracing the messy, joyful side of eating chocolate, Toblerone invites the world to drop the pretense and savor every deliciously awkward bite.
