Chocolate is not rational; it doesn't need an explanation; it's just 100% happiness. To dramatize the concept we established a pair of young guys who are close friends and who are obsessed with exploring chocolate and the effect of chocolate.

In the TVC they experiment with the consequences of feeding an ordinary, middle-aged swimmer a piece of chocolate by the pool.The result? 100% happiness as registered by the happiness metre at the end, which is a graphic icon running throughout the communication.