Fox's international rock show

London agency Joint has unwrapped its debut work for Valeo Confectionery with its Satisfyingly Long Lasting campaign for Fox’s sweets.

Capitalising on the long-lasting nature of Fox’s sweets, which can apparently be enjoyed for, on average, six minutes, the creative hook for the campaign is the wishful suggestion, ‘if only everything lasted as long as a Fox's sweet’. 

Directed by Ben Gregor of Knucklehead, the spot imagines what life might be like if other activities lasted a little longer, and depicts a man enjoying Fox’s sweets with his girlfriend as he skims a stone into the sea. Having failed in his first attempt, he sucks on a Fox’s and, on his second throw, sees his stone skim across oceans and continents, surprising submariners, penguins, and whales before circumnavigating the globe and landing back at his feet.

“The ‘Satisfyingly Long Lasting’ campaign uses a simple product benefit in really a fresh and fun way," said Algy Sharman, Creative Director and Partner at Joint. There’s so much we plan to do with it.”