Lindt & Sprüngli used to create typical chocolate ads featuring close-ups of their products and models enjoying them.

However, we wanted to break away from the norm and try something unique. Leveraging a popular trend, ASMR, we sought to connect with a new audience we had never engaged before. The result was the Excellence ASMR ad, which quickly became one of the most sought-after branded ASMR videos on YouTube and received the highest amount of positive feedback in Lindt & Sprüngli's advertising history. The YouTube video organically garnered over 700k views and 250 comments.

As creatives, we often face the challenge of creating ads filled with brand messaging. Ironically, ads tend to fail when they come across as too promotional. Therefore, sometimes we must embrace the trending culture and have fun with the community to truly captivate our audience.