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 heartthrob male spokesperson brings the viewer on a journey of the creation of chocolate. Whilst helping to educate and establish Dove's high quality chocolate credentials, the viewer is mesmerized by the sounds of the cocoa bean grinding, the hypnotic dance of beans as the fall onto a surface, the oozing of raw chocolate paste from the grinder, the swirl of molten chocolate, etc. The effect is to give the audience the same feeling of pleasure as if eating a bar for themselves.