Kinder Bueno: advert-top-1 by TMW Unlimited

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.