Premium chocolate maker Lindt is taking an unusually humorous tack in its new TV spot featuring Swiss tennis star Roger Federer.
The new commercial, created for Lindt USA by agency of record Gotham Inc., is Federer's first ad for Lindt since he became global brand ambassador for Swiss parent Lindt & Sprüngli Group last October.
The 30-second spot, which is initially airing in a two-week national flight corresponding with the U.S. Open (Aug. 29 - Sept. 12) -- which Federer has won five times in the past six years -- shows two female airport security agents taste-testing the athlete's stash of Lindor Truffles and confiscating them for further "investigation" (as well as checking out Federer's well-toned posterior and considering a strip search).
The somewhat naughty ad is designed as a complement to Lindt's more traditional, ongoing "Do You Dream In Chocolate?" campaign, which shows Lindt's Master Chocolatiers creating the rich chocolate Lindor Truffles.
An extended version of the new ad and a behind-the-scenes video showing outtakes from its creation will also be featured on Lindt.com and YouTube, with social media/viral efforts, including Twitter promotions, to continue beyond the Open.
The ad will also be seen internationally starting in November, when it will air during the Swiss Indoors Basel tennis tournament.
Lindt & Sprüngli chose Federer as the 165-year-old company's first celebrity spokesperson because Federer "uniquely embodies" the company's "fundamental values of 'Swissness,' 'premiumness,' quality and passion," making Federer and Lindt "the perfect match," comments Lindt USA president/CEO Thomas Linemayr.
In addition to showcasing Lindor Truffles in "a fun way," the new campaign is designed to employ Federer's likability and global recognition to extend and reinforce the popularity of Lindt chocolates in global markets, Linemayr says.
On Lindt's site, Lindt/Federer fans can also enter a "Perfect Match" sweepstakes. The contest features daily chances to win prizes such as a trip for two to New York City to see Federer play, as well as a grand prize of a trip for two to Zurich to meet Federer, tour the Lindt & Sprüngli plant, and attend the Lindt Holiday Lighting Ceremony.
In addition, the brand's site provides links to videos of Federer playing, his site, and his Facebook page.