Nutella -- 6.6.10

Nutella. It is a curious thing, both nutty and chocolaty in a single spread. It is tasty, candy-ish, and most kids love it. Ads and the official website boast its awesomeness with a crisp British fashion. So, why oh why does it make it to Ad Vices?

I will state now that this column will critique any commercial that stands out. It doesn't have to be brilliant or make me cringe to get my notice. No, it could be any little thing. The commercial marketing, both internationally and in America, for Nutella is such an example.

The following YouTube commercial was the only copy of the American version I could find. I apologize in advance for linking to something with bad language in it, spoken by the guy who taped the commercial with a phone or camcorder and then put it on YouTube. He appears very passionate about Nutella, and Kobe Bryant (who was/is the U.S. spokesman for the product).



So, Nutella is tasty, smells awesome, and has Kobe Bryant eating it. I actually like it, too. My only problem is with the commercial's claim that it is healthy and can be a good additive to help make a nutritious breakfast.

Hm. It's primary ingredients are sugar, hazelnuts, cocoa, and skim milk. The ads say that, when put on something like whole grain toast, it is part of a healthy snack. Sure! Um, if you take out the Nutella:) My beef with the ad is simply that it claims something with tons of sugar and fat enriches the bread, and a healthy diet. I don't buy it.

Commercial Rating: PASS

Nutella is successful in leading most people to believe that it can be a good substitute for peanut butter or jelly or butter or some such, when it is about the same nutritionally, or in some cases worse.

If you're still curious about all this, visit the Nutella site:

Nutella site

and then this one:

Nutella not so healthy?