Gü Puds: Give in to Gü

The £2m campaign is the first work produced by DDB UK for Gü since winning the account in December. Working to the line ‘Give in to Gü’, the campaign reclaims the uncomplicated joy of eating a chocolate pudding from the conventional approach of the desserts category – positioning desserts as naughty secrets or transgressions that have to be justified with excuses. Gü believes it’s absolutely fine to treat ourselves with a delicious pudding and encourages consumers to feel free to indulge and unapologetically revel in the pleasure of giving in.

The TV execution, which will run until July on Channel 4 stations nationally and VOD in London, highlights the brand’s unique positioning. As Grant Parker, Creative Director at DDB UK explains, “We wanted an idea that wasn’t another typical dessert ad where you have to just watch people enjoying eating chocolate.” Quirky and fun, the advert features a series of mischevious everyday scenarios which people find hard to resist such as the popping freshly un-popped bubble wrap, tipping a line of dominoes, or kicking a large pile of crunchy autumn leaves. The end frame features a steaming hot Gü chocolate soufflé and the tagline ‘Give in to Gü.’