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Le Chef Chez Vous Chocolates: Sex Replacer
Chocolate replacing sex? I promise you, men of the world, that women never think about this…
Okay, so I’m a liar and chocolate is delicious! Anyone who has seen the movie Chocolat knows that chocolate can’t only be used to replace sex, but also to enhance it. Although I do recommend keeping these creamy, cocoa filled moments private.
These ads are wonderful, and so very French! The illustrations are so simple and the vibrant colour that surrounds the absence of colour of the characters in each story line just extenuates the white. These women are blank slates awaiting some sort of fulfilment. It’s so sensual.
I particularly like the last one. Only because I know that I hate eating chocolate in public- while on the go. It’s just one of those things that being the chubby girl all through high-school taught me was a big no-no. It’s a mobile food and being able to eat it anywhere simply encourages you to eat more. The lady eating the chocolate in the elevator reminds me of all the times that I’ve indulged in the guilty pleasure of taking a full bite of chocolate when no one is looking and simply enjoying that sweet, melting sensation in my mouth. Really, I’m on the path to some sort of psychological problem, but for those few, private moments of delicate satisfaction I feel as wonderful as the chocolate in my mouth.
However, having said all of that, this is a very bold move for an advertising claim. One has to be pretty confidant in their product to make this claim and this confidence is infectious. I want to try some of their chocolate, you know, just in case. If it’s false then that’s okay, there’s a whole bunch of hours I would subsequently have to spend at the gym that I can spend sitting in a bar waiting to meet someone nice. If it’s true, then stuff the bar, I’m staying home tonight!
Art direction and Illustration: Geísa Borrelli
Copywriter: Daniel Coelho
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