“ May we just say, Mr Ambassador, that although some consider this ad a naff classic, no one but no one who ever saw it could forget it. „
While I may agree that this is advertising genius, might I say that after two years of my four big dogs thinking someone is at the door, I still have not purchased the candy... it reminds me of barking dogs.
I have seen the Ferrero Rocher advert described as "the worst ever" - but consider at little more deeply. Any publicity is good publicity and the point of adverts is to raise the public profile of a product. the very fact that we are discussing it proves that not only is the product, but the advert enjoying a high profile and a a success. Yes they have been running the advert for years - but do you think they would do that if it was unsuccessful? Of course not, the marketing people are not idiots, and the shelves of Woolworths are packed to this day with those little nutty treats, where coconut pyramids are a distant memory. The product? Well, its not amazing is it? Its a thin layer of cheap chocolate wrapped around some sort of inexpensive wafery stuff with some sort of nutty, creamy stuff inside all warapped up in value gold foil and sold in an attractive plastic box. The fact remains though that they are sold in huge numbers at a great profit. The advert? Frankly I think it is hilarious and comfortingly familiar. The posh people from all the nations of earth munching on chocolates from the local newsagent and saying 'echalente' (bringing the word into our language). Nobody believes the scenario, but adverts are not meant to be realistic, they are about fantasy, and if they entertaining they are more likely to be popular, and likewise the product. So I say, good on the Ambassador's reception - they're on to a winner there.
The ambassador's receptions are noted in society for their dodgy dubbing which doesn't bother his guests but makes the ads seem a bit cacky to us. Yes I know that the dubbing effect is deliberate to enhance the 'foreignness' and thus 'exoticness' of the party but it doesn't really come across like that, speaking a suitably exotic language with subtitles might have worked better in giving a greater 'living the high life' image of the chocolates in question but dubbing just looks cheap - like they couldn't afford to film their own advert so they nicked the footage from some minor ambassadorial shindig that they happened to have on tape. And when I say that foreign language subtitles would work better I mean they'd help the intended image: I don't actually think that that image would work even if properly done: it looks like they're desperately going for snob appeal and I’m not convinced that that works, at least not with the British, chocoholics that we are. More effective is to say 'these chocolates are good' and to convince us that this is the case than 'these chocolates and posh'. Thornton’s manages to advertise an expensive product well but this is because their ads do concentrate on quality not poshness and because their chocolates are very good So what have we so far, a bad strategy, poorly executed: not looking good for Ferrero Rocher really is it? What about the chocolate itself. Well they're quite nice but I wouldn't say the taste coincides with the marketing image. They don't make me think 'gosh I’m lucky to get one of these without having to pop over to the local embassy again'. They make me think hmm, OK: Bit pricey. Because the price does coincide with the marketing image. So now we've got a image which a) Fails in its bid to look like what it's intended b) If it did look like intended wouldn't work c) I
f it did work wouldn't please the customer, as the chocolates aren’t really like that So entertainingly crappy though they are in a mild way I’d suggest that Ferrero either sack the advertising director or get him to think of something new. This doesn't work and has been run for far too long.
This is an advert from an age when television advertising was as unsophisticated as radio advertising still is today! It might be naff, but it is highly entertaining and there must be very few boxes of Ferrero Rocher that get opened without some humourous relative or friend chirping, "...with these Ferrero Rocher you are really spoiling us." Ho, ho, the hilarity! It is a hugely entertaining commercial that will never die, appearing every Christmas like the Snowman or the Queen's Speech. Long Live the Ambassador!
Watching the Ferrero Rocher advert we are bedazzled by the glamour and sophistication of the Ambassador and his guests. Beautiful women and handsome men mingle in a social gathering that we can only participate in by metaphorically pressing our noses up against the window, directing our longing and aspirations into the flickering of the TV screen. The perfect pyramid of luxuriously gold-wrapped chocolates represents to us the social structure we are bound to by our birthright in a European monarchy. We are doomed, like the little Match Girl, to carry the warm glow of high society in our minds to keep us from feeling the cold winds of our class-based society, where only the rich ever have enough - or do they? As John Berger says in Ways Of Seeing, "The purpose of publicity is to make the spectator marginally dissatisfied with his present way of life. Not with the way of life of society, but with his own within it. It suggests that if he buys what it is offering, his life will become better. It offers him an improved alternative to what it is." (Berger et al, 1972, p.142) The Ferroro Rocher advert succeeds by tapping into our class-consciousness, and showing us that we can buy a little of the glory of the Ambassador's guests reflected in the glossy packaging of a box of chocolates. The supposed quality of Ferrero Rocher chocolates is signified by the advert's setting, an Ambassador's reception, and the glamour of the guests, resplendent in evening dress and beautiful gowns. A butler hands round the chocolates on a silver platter, carefully arranged in a pyramid structure, reminiscent of the excesses of the Victorian's socially aspirant dinner parties; further emphasising the class-driven basis of society, and suggesting a way in which we can emulate and vicariously participate in its upper echelons. The packaging of the chocolates themselves suggests an exclusivity and value that they do not possess in reality. Th
e packaging almost certainly costs more than the product to manufacture, making Ferrero Rocher chocolates function as a mirror to the modern religion of the consumer, where the image is all and the content a mere detail. When we buy Ferrero Rocher we are eating the dream and not the chocolate, with the hard shell collapsing to reveal a soft and insubstantial centre. The perceived "cheesiness" of this advert allows us to buy the product whilst maintaining that we are not taken in by its imagery. It allows us to feel that we have understood the nature of the lure, and rejected it. In reality, unless you are buying Ferrero Rocher chocolates because you have tasted them before, and are making taste the basis of your decision to purchase, it is the image that sells them. The lure has worked. The "foreignness" of the Ambassador and his guests, with the suggestion that this advert has been dubbed, nods towards the perceived high-quality of chocolate produced on mainland Europe, as opposed to the high sugar, low cocoa-solid content of British chocolate. This foreign setting also allows us to further distance ourselves from the idea that we are buying into a philosophy of inherently class-based values. This low rent version of the upper classes allows us to feel superior to the advertising agency that devised this campaign, whilst we flock to buy the product from supermarkets, corner shops and garages. The combination of the ironic veneer of exclusivity and the wide availability and relatively low pricing of Ferrero Rocher chocolates is irresistable. The Ferrero Rocher advert is an extremely clever one that both feeds into our class-based aspirations, and allows us to feel superior to the Ambassador and his guests. Our conviction that we have seen through a transparent ploy by the advertising agency makes us all the more easy to sell to. Can it be an accident that the name Ferrero Rocher has echoes of Ferrari and Ric
h?? The very name suggests opulence, jet set living and a supposed European sophistication that the British both long for and at the same time reject. All in all this advert is far cleverer than most people give it credit for. It clearly works on many levels, not least of which is selling the product to a mass market. Bibliography Berger, John, Sven Blomberg, Chris Fox, Michael Dibb, Richard Hollis, Ways Of Seeing, British Broadcasting Corporation and Penguin Books: London, 1972.
Not quite I fear, there must be worse ones, but I'm clearly blocking them out at the present moment! The lip syncing is especially bad, or the accents on those peopl are far far too scary for them to be allowed out into civilisation.. they should be confined to their dinner party and only allowed to eat the stupid things, then we'd see how much we were spoiling them! But it certainly did the job, and everyone remembers the ad (a bit like the shake and vac one!) LOL, and I'm sure they've more than recouped the cost of it, so at least it was a commercial success, if not a popular one!
The Ferrero Roche advert is one that everyone remembers with utter loathing, and yet it has entered the collective memory, just like the infamous "Shake n Vac" advert. It was obviously a marketing man's banal idea of giving their product an "upmarket" feel. After all what could be more upmarket than an Ambassador's reception? Sadly, it all fails. The actors appear to be dubbed, which is strange as the chappie carrying the tray of Ferrero Roche is John Abineri, great British Actor who played Herne in Robin of Sherwood, and has just recently passed away. The whole place has a tacky, badly lit feel to it. It felt dated when it first appeared (mid 80's?) and considering the long period over which it was shown, its dated feel has only gotten worse.
Jeez!...This ad makes me laugh, infact the whole series of ads! It's just pure cheese. You can tell this straight away from the cliche majestic music, and the rich snob international upperclasses who parade in this ad and speak in dub. But I think it's it's cheesiness is what's made it most popular and appealing; a kind of a reversed embrace in a way. I don't know if this was by accident or indeed by purpose, but whatever the motive it does seem that this Ferrero ad, and their other ads have stuck in peoples minds, and no doubt influenced the sale of a lovely confection in beautiful packaging. Ahh, but they are spoiling us with these...
Watching this advert you'd be forgiven for thinking that you stumbled across a spoof ad from the Fast Show. This is the sort of thing that Paul Whitehouse would do, in dubbed Spanish with the el presidente. In reality it's a advert from a timewarp, probably from the mid to late 1970's. A time when after dinner chocs / mints were seen as the height of decadence. Perhaps 20 years ago people were impressed by this sort of thing, but not now. The Ambassadors party setting has no class, the acting is so melodramatic, the guests so wooden. I expect that this is a foreign advert dubbed into English, it shows. The Ambassador looks like a 70's porn star, the guests just look bored. Pretty sad when the highlight of the evening is a plate of chocolates. What sad lives they must lead. But then it makes a change to see a bad advert when nearly all the others are very typecast.
The mystery over whether the ambassador's party is some bad joke perpetrated without even a hint of irony, or whether Ferrero Rocher really do think that their ad is classy equals that of who killed Kennedy. Can they really think that the cheesy tunes and ugly rich people quaffing cocktails is something we'll all be gagging to emulate? My Grandma is sold, convinced now that the gift of Ferrero Rocher chocs is the ultimate in high-living. But there are other questions: which nation is this man ambassador for? Who are these people, so easily swayed by geometric chocolate displays? And has the woman who says he's really spoiling them committed a real gaffe, fooled into revealing that she think not-that-expensive nutty chocolates are big news? Fact: the man who says 'Excellente' is one of the Nazis who melts at the end of 'Raiders of the Lost Ark'.
Adverts for Ferrero Rocher have always given me the impression that they are for the rich. Well isn't that how they portray them? Maybe the rich do like them but so do we poorer souls. They are not that expensive for what you get so you are more inclined to think that the rich would go and buy their chocolates from Harrods!! Why are they always portrayed as being a dinner party thing? I happen to like these chocolates and it is not their adverts that sell them to me. I think they should start thinking about the way that other chocolate makers display their products, like the Roses and Quality Street makers. These ads show us that they are for everyone and they are well appreciated when given to them. I know I am when I am given them as a present!
This has to be one of the worst ads *ever*! Does it really work? Are there really viewers out there who would actually *buy* Ferrero Rocher as a result of this ad? (If you would, leave me a commentary if you're brave enough to admit it <g>!) The ad is really a throwback to the 70's......glamorous <suspend your judgement for a few seconds> women and men at a sumptuous dinner party, and ooooooohhhhh.....what treat is the Ambassador bringing out for us tonight? A pyramid of Ferrero Rocher chocolates!(Anyone ever tried *building* one of those structures out of Ferrero Rocher chocolates?!) Yes, they're nice chocolates, but *please*....are we really supposed to believe that an Ambassador would serve them up at an important dinner party? I mean would *you*?? I think this ad would have gone down well in the 70's - decade of the instant dessert and pot noodles.... Maybe the Ferrero Rocher saved them from Angel Delight!!
Everyone must have seen this advert as it has being going around for years. It might not be the most high tech advert, in the world or even the best. But it is certainly enjoyable, and will be remembered for ever... The magic of the advert is that it is just so funny, that the Ambassador would treat his representives to a Ferrero Rocher, that said they are nice to eat. And maybe they are a real treat. The basic plot of the advert is that the Ambassador is entertaining guests at his house, and he gets his butler to impress the guests by bringing out the Ferrero Rocher, all stacked nicely in a pyramid shpe. Which has to be glued together, any way the reaction to this treat is, "the ambassador is really spoiling us." Maybe in Switzerland thats where I always it imagine it to be taking place, they don't have any other "luxury" chocolates, but in my local Sainsbury's there are millions of boxes of them. That said, I like the product and i like the advert.