This charming ad relies on the audience’s familiarity with the style of love song made famous by 1930s French romantic singer Maurice Chevalier. While not strictly an impersonation of Chevalier, his character type certainly informs the advertisement. The man’s clumsy chivalry makes up for his bad miming and overdone French accent! In contrast to the other Roses chocolates advertisements, the characters in this ad do not know each other and Roses chocolates are used as an introductory icebreaker.

Cadbury’s Roses 'twist wrap’ chocolates were introduced in the 1930s but remain as distinctive as ever. Compare the light-hearted, romantic ’50s style of this ad to the sexy and seductive tone of Cadbury Dairy Milk Chocolate – 'For All the Different Women You Are’ from the early 1970s. It’s a good example of how marketing changes and is informed by the social customs and fashions of its time.

Notes by Poppy De Souza