Whatever the reason, there is always a series of events that leads up to the moment when you give someone a P.S. chocolate. This is not just an ordinary chocolate bar; it’s the end of a story and, in some cases, the beginning of a new one. It is with the help of P.S. that real connections and meaningful moments are made.
Based on the proposition of ‘There’s a story behind every P.S.’, the brand is being re-launched in March through a new TV commercial, print and
MXit campaign.
The emotive new television commercial is a story of young love. Focusing on the real connection between two people, the young hero realises his feelings for a girl when it is almost too late, he takes a strenuous journey to reach her in time and show her how he feels through the gift of a P.S. I Love You bar. Created in conjunction with Ogilvy Johannesburg and directed by award-winning director Kim Geldenhuys, the commercial is sure to hit home with anyone who’s ever missed out on a shot at love – or even just been in love. Set to the song
Fall Creek Boys Choir by James Blake and Bon Iver, the majority of the commercial is played out in reverse creating an unexpected, differentiated ‘love story’.
“The thing that sets P.S. apart from other chocolate bars is that there is an emotional attachment to the brand - a story behind why any P.S. is given,” explains Greg Banach, Kraft Foods category leader: chocolate. “The new television commercial brings just one of these stories to life – with the print campaign communicating an additional three executions strengthening the message that real connections are made face to face. Finally, the
MXit campaign further builds on the proposition ‘There’s a story behind every P.S.’ by enticing users to write their own stories.”
The Cadbury P.S. campaign launched at the end of February.
For
COUP’s original coverage of the making of this ad,
click here.