The Galaxy brand, which has been long known for its ads encouraging women to “choose pleasure as an essential, rather than a luxury,” continues its “Choose Pleasure” campaign with a new installment, encouraging women to make time for themselves, as well.
The 20-second ad features a young woman jogging, who always tries to do it all, from going to work, to taking care of children to engaging in extra activities. “There’s a voice in your head that says ‘You can do it all’. You can have a high flying glass ceiling smashing job, and a happy glowing super mom,” the voiceover says, while on screen the pressure women often feel is illustrated through a crowd of protestants that carry banners featuring messages like “You can,” “You can do it,” “Slay All Day,” and “You Got This”. As the female voiceover keep talking at a faster pace, the protagonist suddenly stops her by shouting “Shut up!” from the top of her lungs. She then approaches a man in the crowd who’s holding a Galaxy Chocolate bar, grabs it from his hands, and walks away with it.
The advert ends with the tagline “Galaxy – Choose Pleasure” flashing across the screen.
At the end of 2017, the chocolate brand ran a spot dubbed “Thought Train”, featuring Shakespearean actress and published poet Jade Anouka. Soundtracked by the iconic song “Where is My Mind” written by the Pixies and re-recorded by Telepathic Teddy Bear, the spot delivered a powerful message through a series of symbols, reminding people to put down their phones and relax with a bar of Galaxy chocolate.