Children define their ’chocolate heaven’ in latest Thorntons work

Rainey Kelly Campbell Roalfe/Y&R launches a new campaign for Thorntons this month with a series of commercials which celebrate the concept of ’chocolate heaven’.

Rainey Kelly Campbell Roalfe/Y&R launches a new campaign for

Thorntons this month with a series of commercials which celebrate the

concept of ’chocolate heaven’.



The campaign stars a series of children in a variety of settings who are

asked to describe their idea of heaven. Responses vary from ’everyone

speaks French’ to ’if you don’t wear clean pants you can’t get in’.



In one scene, a girl declares, ’I think my goldfish went there,’ while

behind her, her two brothers snigger and point to the family cat.



In another, a boy in the middle of a thunderstorm says heaven is a place

where ’the roof leaks’.



One boy dressed in a space suit defines heaven as ’the place where they

make the stars’, while another lies on a bench looking up at the sky,

saying wistfully, ’it’s up there.’



Sarah Neath, the head of brand communications at Thorntons, said: ’We

have a powerful brand idea for Thorntons, and this campaign is a very

contemporary, charming articulation of that idea. It also reflects the

radical changes that have taken place at Thorntons.’



Thorntons stores have been revamped to convey a softer image which is

designed to encourage people to think of Thorntons chocolate as an

everyday treat.



The ads were written by Pip Bishop and art directed by Chris

Hodgkiss.



They were directed by Kevin Thomas through Godman.



Thorntons, which was one of Rainey Kelly’s founding clients in 1993, has

400 stores nationwide.



Rainey Kelly first launched the ’chocolate heaven since 1911’ campaign

in 1995. Thorntons has spent pounds 3 million on advertising in the past

year, with media through New PHD Compass.