Nutella Encourages Australians to ‘Rise & Shine’

While Stella Artois is focusing on pouring rituals, the Nutella chocolate & hazel spread is tapping into the morning rituals with the new ‘Sunrise’ advert, developed by creative agency BMF. The new spot, which aired in Australia on August 12, is the first commercial of Ferrero’s in eight years across the country.

The advert has been launched in two versions, the 30-second TVC and a 60-second cut for cinemas, social media, online and POS. In the new video, directed by Sng Tong Beng, who is recognised by Ad Age Global as one of the top 100 Directors in the world today, the brand explores the morning routines of common Australians, family breakfast and quick meal at work, all in the sunshine-packed settings. The soundtrack, ‘Morning Time’ by Martin Stephenson and the Daintees, adds to the warm and lighthearted atmosphere of bright mornings, which usually set your mood for the day.

We are very excited by the new Nutella communication. It clearly moves us into the emotional dimension of the brand. The BMF team and director Tong Beng have done a beautiful job, of bringing this to life, with authenticity, nuance, and sensitivity. It has been a wonderful journey, ending with one of the strongest testing ads we have ever seen,” comments Yannick Durand, Ferrero’s marketing director.

The brand also posted the new video to the Nutella Australia & NZ Facebook page, inviting local users to try and win 5 Nutellinos, small jars of Nutella, by answering a simple question.