Turkey of the week: Kinder Bueno tries to 'adult'

Brittaney Kiefer thinks Kinder Bueno's "Adulting" campaign is trying too hard.

Is it me, or does a brand’s claim to "tap into a new trend" automatically make it seem dated?  In this case Kinder Bueno has gathered an awkward cast to celebrate "adulting" – when young people congratulate themselves for completing mundane grown-up tasks – and show that a chocolate bar is the ultimate reward for responsibility. Yet the result feels like that awkward uncle who tries to be cool by using teenage lingo.

Brand: Kinder Bueno
Title: Adulting
Agency: TMW Unlimited