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Ferrero-owned confectionery brand Kinder Bueno is tapping into a grown-up audience with a new campaign created by TMW Unlimited, based on the social language of ‘adulting’.
For many fledgling adults, acting like a real grown-up can be a struggle. Across the internet, young men and women are congratulating and commiserating one another as they wrestle with the day-to-day demands of becoming a grown-up – be it setting up direct debits, doing proper food shopping or switching energy supplier.
The campaign aims to celebrate these mini-wins, and introduce Kinder Bueno as the personal reward for adulting success.
The ad, which features a 20-second master for VOD, three 10-second cut downs and an extended edit, shows two friends celebrating some of their mundane adulting achievements, like bleeding radiators and having an impressive bag-for-life collection. The pair then reward themselves for their hard work with a deliciously smooth Kinder Bueno.
It is set to an upbeat soundtrack, including backing vocalists triumphantly singing ‘adulting’ in between the young comedian’s monologues. TMW Unlimited teamed up with comedy songwriter Brett Domino, known for his appearances on Channel 4’s 8 out of 10 Cats Does Countdown, to write and direct the ad.
Kinder Bueno Brand Team
Creative Director Jeff Bowerman
Art Director Fluff Higgins
Copywriter Brittony Collins
Strategic Planner Simon Butcher
Business Director Kate Stockdill
Account Director Ruby Fard
Campaign Manager Lauren Coffey
Agency Producer Natalie Price
Designer: Steph Martin
Production Co: Hoot Comedy
Director: Rob J Madin
Writers: Brett Domino & James Menzies
Executive Producer: Tom Bazeley
Producer: Mathias Gilay
Editor: Wojciech Duczmal
Sound Design: Guilt Free Post
Colourists: Smoke & Mirrors
Videographer: Zack Langsdon
DoP: Aaron Rogers
Media Agency: Rocket
TMW Unlimited, Social Media Manager: Olivia Wedderburn