St Luke's envisages life in no-chocolate world for Fox's Echo

St Luke's has used research showing that women need chocolate to help them maintain a balanced view of life as the basis for its new campaign for Fox's Biscuits' Echo brand.

The agency conducted research that showed women use chocolate to calm and relax themselves, and have translated this on to the screen by showing what happens in a "world without chocolate".

The ad opens on two men standing outside a pub, imagining what a world without chocolate would be like. There follow scenes of women losing their sense of perspective in extreme ways. A woman chastises her husband for leaving the loo seat up, another lashes out at a stranger with her bag, and a gang chases riot police down the street. The men raise their pints in tribute to the fact that Fox's Echo brand contains more chocolate than any other, with the endline: "Helping keep our world sane".

The creative director, Steve McKenzie, said: "In research we found that women need chocolate like men need beer - they consciously use chocolate to affect their mood."

Media planning and buying is handled through Equinox Communications, and the ad breaks this week for a one-month national run. The ad was written by Roderick Fenske, art directed by McKenzie and directed by the Swedish directors ACNE through ACNE International.

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