Aero’s first TV campaign in more than half a decade stars the ‘Bubblephone’ – a contraption its agencies physically built to represent how bubbles are formed in the chocolate bar.
The Bubblephone is, essentially, a gramophone plugged into an octagonal pool of melted chocolate. When a branded jazz record begins spinning the horn dips into the sugary jacuzzi and begins the process of bubbling up the pool to a big band tune.
The Nestlé brand’s agency, J Walter Thompson, chose to physically build the Bubblephone invention rather than create the effects in post. The final machine comprised 10 precisely timed mechanical actions and 177 sequenced valves.
The team tested the installation for months before capturing the synchronised bubbles on a one-day shoot.
“Capturing the bubbles for real, in camera, was as complex and challenging as the idea is beautifully simple,” said Jo Wallace, creative director at J Walter Thompson London. “The team, like the best bubbles, all rose to the occasion and their incredible attention to detail has resulted in a stunning piece of bubbly magic.”
The film was directed by Partizan’s Chris Cairns, while the music was recorded for the ad by a live band.
Rachael Brown, Aero’s senior brand manager at Nestlé, added: “[This is] a wonderfully simple idea that perfectly conveys the light and bubbly quality of Aero chocolate. Having not advertised this iconic bar in some time, this is perfectly celebratory and delicious.”
The brand is the latest to embrace the trend for filming eye-popping effects in camera. The BBC has demonstrated its penchant for the analogue this year with the embroidered World Cup ‘Tapestry’, while Adidas ‘knitted’ a campaign to promote its latest collaboration with Parley for the Ocean.