When it comes to advertising, Hershey’s has always been a bright, shiny, bite-and-smile kind of brand. So to create a beautifully genuine, evocative and poignant film for the brand based on a lugubrious truth that every workaholic parent can relate to…well, it was no minor feat. Adweek called it one of the year’s sweetest ads. It even picked up a D&AD pencil – the brand’s first. Which just goes to show that helping a brand stretch beyond its comfort zone can be a beautiful thing. This spot kicked off an entire re-branding effort for Hershey’s chocolate – supported by social, digital, in-store and PR efforts, under the “Hello Happy. Hello Hershey’s” banner.