Dove Chocolate: The Chocolate Bar for the Bold of Us and #SetTeddyFree by BBDO NY

Agency: BBDO NY
Date: Jan 2019
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Dove Chocolate is bringing chocolate back to the top of the Valentine’s gift giving world with two separate campaigns, the brand’s biggest advertising effort in recent years. The two-pronged effort introduces a new line of Dove Chocolate Bars as well as targets shoppers for Valentine’s Day, the brand’s biggest sales moment of the year.

In the first effort from BBDO NY, Dove Chocolate celebrates the bold, unapologetic, pleasure-seeking woman of today, or, as the ads say, “The chocolate bar for the bold of us.” One ad finds three men, each talking to a florist trying to find the perfect bouquet for the woman they just met. Each explains how perfect the woman is, and at the end, when the separate florists ask what the woman’s name is, the camera pans back to reveal all the men are in the same floral shop as they say in unison, “Daisy.” Cut to opportunistic Daisy in her home, eating a Dove Chocolate bar surrounded by flowers.

In ‘Soulmates’ a man plays with a child in a park and happens upon a woman with a puppy, whom he tries to slyly hit on. She spots his friend in the distance and realizes the man is using the kid to try to pick her up. As they walk away together, with her eating a Dove Chocolate bar, she is seen returning her secret weapon, the dog, to its rightful owner, a bold move, according to the ad’s tag.

The digital Valentine’s Day campaign also embraces the spirit of boldness, showing women what Valentine’s Day looks like when they don’t wait for anyone else to celebrate the day. In two spots, a woman is in the Valentine’s aisle of a store. A voice over states “Every time a woman buys her own chocolate on Valentine’s Day, she sets a teddy bear free to follow its heart”. In one, the darling teddy bear is seen playing piano in a jazz club. In another, teddy is painting a nature landscape.

Credits

The Chocolate Bar for the Bold of Us

MARS CHOCOLATE NORTH AMERICA: Client

Tanya Berman

VP Marketing, MARS Chocolate

Leslie Philipsen

Brand Director, DOVE® Chocolate Brand

Caitlin Yacey

Brand Manager, DOVE® Chocolate Brand

Tatyana Jones

Associate Brand Manager, DOVE® Chocolate Brand

BBDO NEW YORK: Creative Agency

NAME

TITLE

David Lubars

Chief Creative Officer, BBDO Worldwide

Greg Hahn

Chief Creative Officer, BBDO New York

Susan Golkin

Executive Creative Director

Casey Vagianos

Associate Creative Director

Jay Spahr

Associate Creative Director

David Rolfe

EVP, Director of Integrated Production

Amy Wertheimer

EVP, Group Executive Producer

Becky Burkhard

Executive Producer

Julia Milllison

Music Producer

Kirsten Flanik

CEO & President, BBDO New York

Susannah Keller

EVP, Global Account Leader, MARS®

Tani Corbacho

VP, Account Director

Lindsey Mawhee

Account Director

Kirsten Romberger

Account Executive

Maribeth Truffa

Creative Project Manager

Paul Cisco

Business Manager

Annemarie Norris

SVP, Group Planning Director

Christina Stoddard

Planning Director

Michael Schonfeld

Communications Planner

Dexter Blumenthal

Planner

Hungryman: Production Agency

CLIENT NAME

TITLE

Amir Farhang

Director

Nanu Segal

Director of Photography

Jacki Sextro

Executive Producer

Omar Bustos

Line Producer

Rock Paper Scissors: Editorial

CLIENT NAME

TITLE

Carlos Arias

Editor

Ashley Tantillo

Assistant Editor

Eve Kornblum

Executive Producer

Julianne Cort

Producer

Barbara Kantarovich

Producer

Eddie Reina

Conform Artist

Sydney Botie

Flame Assistant

Company 3: Post/Finishing Details

CLIENT NAME

TITLE

Tim Masick

Colorist

Kevin Breheny

Senior Producer

Sonic Union: Audio Finishing

NAME

TITLE

Mike Marinelli

Engineer

Pat Sullivan

Producer

Justine Cortale

Producer

#SetTeddyFree

MARS CHOCOLATE NORTH AMERICA: Client

Tanya Berman

VP Marketing, MARS Chocolate

Leslie Philipsen

Brand Director, DOVE® Chocolate Brand

Caitlin Yacey

Brand Manager, DOVE® Chocolate Brand

Christina Cipoletti

Associate Brand Manager, DOVE® Chocolate Brand

BBDO NEW YORK: OLV & Print Creative Agency

NAME

TITLE

David Lubars

Chief Creative Officer, BBDO Worldwide

Greg Hahn

Chief Creative Officer, BBDO New York

Susan Golkin

Executive Creative Director

Rich Fiset

Associate Creative Director

Kelly Kennedy

Associate Creative Director

David Rolfe

EVP, Director of Integrated Production

Amy Wertheimer

EVP, Group Executive Producer

Becky Burkhard

Executive Producer

Julia Millison

Music Producer

Erin Breen

Head of Art Production

Lizzy Lehn

Associate Art Producer

Kirsten Flanik

CEO & President, BBDO New York

Susannah Keller

EVP, Global Account Leader, MARS®

Tani Corbacho

VP, Account Director

Lindsey Mawhee

Account Director

Kirsten Romberger

Account Executive

Maribeth Truffa

Creative Project Manager

Paul Cisco

Business Manager

Annemarie Norris

SVP, Group Planning Director

Christina Stoddard

Planning Director

Dexter Blumenthal

Planner

Hungryman: Production Agency

CLIENT NAME

TITLE

Amir Farhang

Director

Nanu Segal

Director of Photography

Jacki Sextro

Executive Producer

Omar Bustos

Line Producer

Rock Paper Scissors: Editorial

CLIENT NAME

TITLE

Carlos Arias

Editor

Ashley Tantillo

Assistant Editor

Eve Komblum

Executive Producer

Julianne Cort

Producer

Barbara Kantarovich

Producer

Eddie Reina

Conform Artist

Sydney Botie

Flame Assistant

Company 3: Post/Finishing Details

CLIENT NAME

TITLE

Tim Masick

Colorist

Kevin Breheny

Senior Producer

Sonic Union: Audio Finishing

NAME

TITLE

Mike Marinelli

Engineer

Pat Sullivan

Producer

Justine Cortale

Producer

Print Photography

NAME

TITLE

Chris Simpson

Photographer

Dcoy Studios : Print Retouching

NAME

TITLE

Lucas Carvalho

Lead Retoucher

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