Who: Lindt USA, with Grey Toronto for creative and strategy; The Mill for production (Michael Gracey directing); Fleishman Hillard for PR and influencer relations.
What: “Life is a Ball,” the brand’s first ever Super Bowl ad.
When & Where: The 30-second ad is running on Lindt’s YouTube channel, in addition to a cutdown on the brand's Instagram page. It will debut during the first quarter of both the U.S. and Canadian Super Bowl telecasts.
What: “Life is a Ball,” the brand’s first ever Super Bowl ad.
When & Where: The 30-second ad is running on Lindt’s YouTube channel, in addition to a cutdown on the brand's Instagram page. It will debut during the first quarter of both the U.S. and Canadian Super Bowl telecasts.
Why: The creative encourages viewers to find their own moment of chocolate bliss, courtesy of the Lindor truffle, by associating its creation with the dedication to reach the NFL's marquee game.
“This is one of the few times a year that devoted football fans and casual fans come together to celebrate a big moment together as a community,” said Lindt’s CEO, Ana Dominquez, in a release. “The culmination of two teams’ incredible dedication, commitment to excellence and intense passion is perfectly aligned with how Lindor’s premium truffles are crafted by bringing together the world’s highest quality ingredients that result in a moment of complete, indulgent bliss.”
Grey Toronto has been working on the Lindt account for the Canadian and US markets since 2020, and was eager for the opportunity to produce a national tv spot. “Getting to work on an American broadcast Super Bowl spot doesn’t come around to Canadian creative agencies all that often,” said Grey Toronto’s creative director, Jordan Gabriel. "We are lucky enough to be the team that works on Lindt.
"The thing we didn’t necessarily expect was that they would want to be in the Super Bowl. So when they approached us last year to let us know they were considering it, we jumped at the chance and did everything we could to help them make that decision.”
How: The spot features a young woman enjoying a bag of Lindor chocolates as she sits reading a book in her living room. After she drops a single Lindor ball, it weaves in and around the lyrics of Perry Como’s 1957 classic “Round and Round,” and floats out the window.
The rest of the spot shows the Lindor following the lyrics through various romantic scenes, including a woman enjoying the sun in a small pool, a couple cuddling on the hood of a car, and a Lindt chocolate maker in his kitchen (he even appears to be stirring the lyrics into the chocolate). The ball eventually returns to the woman in her living room, and the narrator says “Life is a Ball with Lindt.”
“The client challenged us to go beyond what a typical Lindor spot might look like,” said Gabriel. “That’s never an easy thing for such a well established brand to do.
“Michael Gracey and The Mill really helped us get there. And Perry Como's song plays such a big part. Even if you have never heard it, it's instantly nostalgic. It draws you in and it really helped us make something that we hope will cut through the hectic-ness of the Super Bowl,” he added.
To support the ad spot, the brand has also partnered with Kylie Kelce, wife of Philadelphia Eagles centre Jason Kelce (and, incidentally, brother of the Kansas City Chiefs’ tight end Travis Kelce, who has drawn considerable media attention for his public relationship with Taylor Swift.) Kylie Kelce will be sharing tips for offering Lindor as a treat at Super Bowl viewing parties on her social media.
“As a football super fan and pretty regular party host, I’m thrilled to be partnering with Lindt to share how their delicious Lindor truffles are the perfect indulgent addition to everyone’s game day gathering,” she said, in a release. “I’ve been a chocolate lover my whole life and enjoying a Lindor truffle brings me a moment of bliss during big games.”
