written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict

The Spot: Fox’s - Skimming a Stone

The Spot: Fox’s - Skimming a Stone

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns. He shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today it's all about childhood memories, sweets and, above all, stones skimming across the water.


TV, web, social media, OOH, print


  1. Identify your USP and bring it to the fore.
  1. Develop your campaign claim from your USP.
  1. Implement this in a creative, modern and entertaining way.


The world of sweets has changed a lot since our childhood. What innovations, novelties and flavours are around today? A confusing number. A sweet that has been on the market for a long time quickly looks old - and that's exactly how it is perceived: as an old-fashioned sweet. Therefore, reflect on your strengths and if you have a unique selling proposition, then don’t be afraid to shout about it. And implement it in a campaign. No, not implausibly and in a way that cosies too much up to the Zeitgeist, rather clearly, creatively and convincingly.


If you have a real USP that sets you apart from the competition, then show it. A sweet that you can enjoy for 6 minutes! Then pack the unique selling proposition into a smart campaign claim - Satisfyingly Long Lasting. Who else can present a "with-without" situation to the audience in such a vivid and memorable way!


This debut from the London agency Joint for Valeo Confectionary is fantastic. A campaign that derives its claim from the USP and translates it creatively and entertainingly. The product is meaningfully integrated into the storytelling early on - what more could you want? As a customer and as a viewer.  

Director Ben Gregor from the production company Knucklehead manages to tell the story in an exciting way, with attention to detail and with the right creative twist. Who doesn't fondly remember the stone skimming contests of their childhood? Honestly, it's something we don’t do often enough.  

The excellent casting also helps with the spot execution. It's the little moments that make this spot interesting. The look here, the surprise there, a smile at the right time. 

Hot or not?

It is a real challenge to make an imaginative sweet advert that goes beyond the usual moment of enjoyment but this spot gets it just right. If only everything lasted as long as a Fox sweet - how true!  

A fun spot that gives pleasure. And makes you want a sweet.