Creativity

Nestle Goes All 'Alice in Wonderland' in This Easter Chocolate Spot From Brazil

Ad by David Sao Paulo Says Chocolate Makes You a Child Again

By Alexandra Jardine. Published on Mar 02, 2018

Editor's Pick

In Nestle's Easter spot from Brazil, a woman wakes up and finds herself gigantic--but chocolate makes her a child again.

The name of the spot, by David Sao Paulo, is "Alice" and the "Alice in Wonderland" references are clear -- except it's set in a modern day context, with Alice brushing her teeth in a tiny bathroom, cramming herself onto a bus and even doing a work presentation as she towers over everyone. Eventually, she travels home to her parents' house. As soon as she rings on the doorbell, her mom hands her an Easter egg, and she's normal size again. The ad ends with the tagline: "Life makes us grow up. Easter brings us back."

Rafael Donato, David creative vice-president, explains: "Alice is a girl dealing with her new life as a grown-up. We make use of the giant girl metaphor to explain this very real feeling that we all go through at some point in our lives. And chocolate has this very power to stop the world and bring us back to our true self."

Meanwhile, David also added its own "Easter egg"--if you look closely enough, there's a rabbit hidden in every scene of the film.

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Credits

Date
Mar 02, 2018
Agency:
David Sao Paulo
Client:
Nestle
Chairperson:
Fernando Musa
Founder:
Fernando Musa
Managing Director:
Sylvia Panico
Vice President/Executive Creative Director:
Rafael Donato
Creative Director:
Edgard Gianesi
Art Director:
Pablo Manzotti
Art Director:
Diogo Mendonça
Copywriter:
Luiz Alexandre Musa
Producer:
Fabiano Beraldo
Producer:
Fernanda Peixoto
Producer:
Julia Valente
Planning:
Daniela Bombonato
Planning:
Carolina Silva
Account:
Carolina Vieira
Account:
Natalia Rakowitsch
Account:
Martina Adati
Media:
Marcia Mendonça
Media:
Camila Fiuza
Clients Approval:
Liberato Milo
Clients Approval:
Leandro Cervi
Clients Approval:
Rafael Souza
Clients Approval:
Ingrid Lambrecht
Clients Approval:
Clara Volpi
Production House:
Rebolucion
Director:
Marcelo Burgos
Post Production:
Clan VFX
Production House:
Volcano Hotmind
Director:
Giancarlo Barone
Photography:
JR. Junior
Director, Photography:
Mariano Monti
Sound Production:
Mugshot

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