Glitter, over-indulgence and the sounds of Nat King Cole equals
Christmas for many people. These things inspired the latest Quality
Street ad from Ammirati Puris Lintas. The ad takes viewers on a magical
journey along a mythical Quality Street spying into homes where the
occupants are obsessed by the chocolates.
’We wanted the Quality Street ad to be impossibly glamorous,’ Harvey
Bertram-Brown, joint founder of the design company, New Renaiscance,
The ad opens on a view through a window which reveals a woman whose
favourite sweet is the gold toffee penny. She’s wearing an evening dress
made of the sweets. New Renaiscance staff spent two weeks hand-stitching
2,000 gold pennies together. They wanted to make the sweets look like
giant over-sized sequins while the wrappers were used for trimming. The
sweets were stitched in long strands so they moved freely as the woman
walks around the room.
The finished dress was incredibly heavy and, as it hangs from thin
shoulder straps, a reinforced corset was sewn into the lining for extra
Everything else in the scene had to reflect the glamour and colour of
the dress. The woman’s hair is sprayed gold and her nails, lips and eye
lashes are painted with gold glitter. She owns goldfish, is dusting a
gold gilt frame that hangs on a gold wall and pushes a gold hover across
a golden carpet. The roundness of the sweet is also reflected by a
bubble TV, her huge earphones and her golden afro.
In another setting, a fan of noisette chocolates decks out his living
room, and himself, in pale green triangles. Bertram-Brown says this was
an easier scene to design because it followed a more lateral
It opens on two women sat on either side of the man, representing a love
triangle. The women are dressed in the pale green colour and they all
sit on a green triangular sofa. A triangle shelving unit dominates the
room along with triangular curtains. The aim was to create the look of a
loft but other materials were also used. ’Green isn’t flattering,’ says
Bertram-Brown, ’so we used glass and plastics to combat this.’
The ad features two more homes where the occupants are as obsessive
about their favourite sweet.
New Renaiscance had eight weeks between receiving the script and
shooting to generate ideas for the rooms. Bertram-Brown says he wasn’t
sure if the client really understood what they were getting until they
saw the final cuts.