Chocolate Bar is opening in Manasquan, New Jersey, which is the worst place hit by Hurricane Sandy. Noble, yes.

I guess there was no better way to announce it than using someone's kid from tap class to star in it for the promise (I imagine) of free chocolate. Yes it's poorly edited. Yes the music is annoying. Yes it still feels so local, in a "c'mon down to Bob's Ford in Zelienople," kind of way.

But...I mean, if they had added some random industrial white noise filmed it in black and white and maybe had a cameo by Kyle MacLachlan it would have passed for a David Lynch directed affair.

Pity they didn't. It's nice they want to do something for the area. But objectively speaking though, it still doesn't make the ad very good.

Client: Chocolate Bar

Comments (3)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    You're an idiot. How does one slag on a business opening in a hurricane beaten town? Got it - by knocking down a six year old.
    Dig you, Kidsleepy from La La Land. Call yourself a copywriter ??? If the above is any example of your writing chops it's no wonder why we fast forward through commercials.

    John Berry

    Mar 12, 2013
  • Dabitch's picture

    Hey, "John Berry ABC News UK" who is typing from an IP address located in Manasquan, New Jersey. Kidsleepy is not knocking down a six-year old, he's knocking the ad the six year old stars in. There's a difference. He's not slagging the business, he's musing on the ad sent out to promote it. The execution values here are poor all around, the idea not great to begin with. We might all love chocolate, cute kids, tap dancing and rebuilding hurricane stricken towns where we have fond childhood memories from - but it still doesn't make this a good ad. Peace out, Jersey boy.

    Mar 13, 2013
  • kidsleepy's picture

    Sorry, Anonymous Coward from Jersey, but Dabitch said it right. I am not slagging off the kid. I am not denigrating the effort to help restore Hurricane Sandy and also help the Chocolate Bar's business in the process.

    I care about the ad. The idea. the execution. There's no strong idea here, period. And since this is a site devoted to advertising we're judging the ad's merit based on our profession and not the intention. Again, it's nice the chocolate peeps want to do something to help hurricane ravaged New Jersey, but it's still not a great ad.

    And yes, I do call myself a copywriter. And I'm sure you understand the above piece is an article, and not an example of copy writing, since this term refers to copy written for advertisements.

    Mar 13, 2013

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about the author

kidsleepy 17 year copywriter, now CD from Pittsburgh, who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.