In this commercial we see a guy take a bite of the Aero Bar then go for a skate through a sea of chocolate-coloured balloons.

Towards the end of the TV burst, we ran a one-off special edit of the TV commercial on prime time ITV. We’d catch our target audience as they were going through their early Saturday evening rituals – a few drinks and getting ready to head out to meet their friends.The idea was to run an out-takes version of the ad in the commercial break of iconic home video bloopers show – ‘You’ve Been Framed’. Instead of our skateboarder perfectly landing his tricks, we’d be treated to see his spectacular wipe-outs. The ‘out-takes’ theme was extended to the eating scene, titles and pack-shot.Viewers would hear the music and think ‘Great, it’s that Aero ad ... wait a minute ... he dropped the chocolate ... he fell over ... he fell again ... what’s going on?’ The penny then drops that they’re watching ‘You’ve Been Framed’. ‘That was pretty cool!’

It’s hard to break out the effect of this execution from the rest of the campaign. A campaign that has seen Aero’s rate of sale increase by 30%. What is clear is that, unlike many special TV edits that live in hope in the online environment, this was seen by over 3 million consumers at a prime time when they were in the pleasure mindset.

Rather than just passively enjoying the ad one more time, we triggered a conversation around it. We provoked a more ‘intense response’ and hopefully provided a snippet of social currency for our target audience to discuss with their friends later that evening.