A still from the Bahlsen advert with a Choco Leibniz biscuit

Source: Bahlsen

Bahlsen has unveiled a new TV advert showcasing its repackaged Choco Leibniz as part of a wider £5 million multi-channel push.

Airing now until 28 May, the German biscuit brand said the commercial reflected its ‘rich artistic heritage’ and was aimed at consumers who believe ‘life should be savoured’.

The TV creative, led by MullenLowe, created a multisensory experience by marrying art with a technique called cymatics – in which animations are driven by sound. This resulted in the melody of the ad occupying the same key as the sound that the biscuit makes when snapped, the brand said.

Speaking about the commercial, which is running during key primetime programmes including Gogglebox, Alan Carr’s Epic Gameshow, and Game of Talents, Claire Sutton, Bahlsen’s marketing director, global brands and insight said: “Our TV advert is the perfect way to launch the new visual identity of the Bahlsen brand.

“The same level of thought, love and attention to detail went into every aspect of the campaign just as it goes into every aspect of our biscuits. From the biscuits being treated as the masterpiece in the frame, to the backgrounds reflecting the elements that make each biscuit unique, to the music track matching the note our biscuits make when snapped, this campaign showcases our products in a unique way.”

The move comes after the company recently unveiled an ‘elegant’ new look for its range, described by the Bahlsen as one of the biggest developments of its identity in the company’s 132-year history.

The campaign will launch globally from July.