Toblerone 'my Toblerone' by Ogilvy & Mather, London

The ad features interesting ways to eat a Toblerone bar.

The 30-second ad closes with a call for viewers to show the UK ‘What makes your Toblerone, Toblerone?’, with an on-screen link leading them to an interactive website at www.mytoblerone.com

The site will act as a hub for Toblerone fans across the UK and Ireland, where they can participate in regular monthly challenges, upload videos, get recipes and win prizes.

Each new piece of content that is added to the site will appear as an additional Toblerone chocolate chunk, the ambition being to reach one mile of user generated content in chocolate chunks and create the worlds longest virtual Toblerone bar.