Spikes Asia

Angela

BBDO/PROXIMITY CHINA, Beijing / MARS / 2016

Film
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The film makes use of techniques learned from the world of ASMR (Autonomous Sensory Meridian Response) where various audio and visual triggers are combined to provoke an involuntary physical response in the viewer. The feeling like tingles that run up and down the spine, creates a sense of pleasure for many people, quite like the indescribable pleasure of eating chocolate. In this version, Dove's female spokesperson simply describes her ritual and enjoyment every time she indulges in a bar of chocolate. However the viewer is mesmerized by the way she handles the bar, lines it up neatly, the sound of her fingers on the foil, the snap of the chocolate, the softness of her voice, etc. The effect is to give the audience the same feeling of pleasure as if eating a bar for themselves.

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