The iconic, triangle-shaped Toblerone returns by taking a stand for how chocolate should be enjoyed. 'Chocolate Like Nobody’s Watching' is the brand’s new global campaign that shows how beautiful giving into chocolate can be, with scenes and portraits of people enjoying Toblerone chunks without fear of judgment. For so long chocolate advertising has told us that we should eat chocolate in a certain way, delicately, in tiny bites that almost float in your mouth like feathers on the skin. But this is a misrepresentation of how we actually want to enjoy it. When we crave chocolate, we don’t want demure eating rituals; we want to devour it, munch it, and fully enjoy it. The campaign from LePub kicked off with a film directed by acclaimed Danish filmmaker Martin Werner, supported by a series of striking still portraits captured by renowned fashion photographer Amy Lombard. It challenges cultural norms by featuring intriguing characters at work, at home, on the bus, and even in a hair salon, fully indulging in Toblerone bites in an almost animalistic way - yet still looking effortlessly elegant. Throughout the campaign, we see full mouths, distorted faces, and pointy cheeks - all in settings where we’re usually told to suppress our primal instincts and act in a way that feels anything but natural.
