In 2015, Green & Black’s made its television debut with a branded content series on Channel 4, that featured celebrity chefs and foodies, Michel Roux Jr, Emilia Fox, Tom Kitchin, Jasmine and Melissa Hemsley.

The account moved to mcgarrybowen in July and the twenty-five year old company has just launched its first TVC. The ad, Dark, but different (with apologies to Aldi, perhaps?), focuses on Green & Black’s Velvet Edition, a range that was launched two months ago and is the brand’s first UK chocolate that is neither organic nor Fairtrade.

Instead, the chocolate is positioned in the new sector of less intense dark chocolate. In Australia, Cadbury recently launched a product, Dark Milk, aimed at the same audience – whose key feature the brand outlines rather less creatively than mcgarrhybowen has for Velvet Edition.

The Velvet Edition TVC is a retelling on Little Red Riding Hood with a very surprising twist at the end, that illustrates the brand message, “not everything is as dark as it seems”.

The ad is set to The Fugees’ Ready or Not and was directed by Daniel Titz and Dorian Lebherz, the two young filmmakers who fast-tracked their rise to fame when they were students by creating an unofficial Johnnie Walker ad, Dear brother, that went viral.

When students show the pros how to make great ads

It was produced by Academy Films.

The TV ad is supported by an influencer engagement programme to get people to try the new range.