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.