Green & Black's launches first ever TV spot to promote 'more accessible' range

Luxury chocolate brand Green & Black's is launching its first ever TV campaign tonight to promote its new Velvet Edition range.

It will be the first TV spot in the brand's 25-year history and the campaign will seek to position Velvet Edition as less intense than regular dark chocolate with a "Dark, but different" strapline.

It is the first creative to come out of Mcgarrybowen since they were appointed as the chocolate brand’s creative agency this summer.

Creative is set to the Ready or Not track made famous by The Fugees and is a cinematic spot that features a twist on the traditional Red Riding Hood tale.

It was directed by Daniel Titz and Dorian Lebherz, who shot to prominence while students with "Dear brother", an unofficial Johnnie Walker ad that went viral.

Paul Jordan, executive creative director at Mcgarrybowen London, said the agency wanted to bring out in the work the fact Velvet Edition is less intense than other dark chocolate.

He said: "The re-telling of Red Riding Hood in a cool and contemporary way seems the perfect platform to communicate that not everything is as dark as it seems."

Green & Black’s senior brand manager Maximillian Adams said the brand is attempting to "inspire consumers to discover a new side of dark chocolate" and that the Velvet Edition variant is a "smooth more accessible dark chocolate".

The TV spot will air tonight during Doc Martin on ITV and will be supported by an influencer engagement programme that seeks to drive trial of the new range.

The ad was produced by Academy Fims.