It would be hard to buy and eat a bar of Tony’s Chocolonely chocolate without picking up on the brand’s strong ethical message. So when it comes to advertising does it double down on this, or take the opportunity to play up its taste credentials?

“What’s not to love about chocolate?” the rich, delicious voice of Idris Elba asks us at the start of this online film, over some appealingly melty imagery. But wait! There’s a massive rug pull, as Elba answers his own question: “Two million children working illegally on cocoa plantations.” Ah.

The film goes on to detail further chocolatey injustices, over some inventive and powerful imagery. “Chocolate can be a powerful force of change” it concludes, ending the ad with a joyful, colourful montage of people enjoying the flavour of fairness.

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