By Deborah Cassell
Executive Editor
Candy Industry
Retail Confectioner

Sports fans look forward to Super Bowl commercials almost as much as they do the big game. They laugh and groan at the best and the worst ads (not to mention football plays), and often spend the next day chatting with coworkers and e-mailing friends about which ones were most memorable, sharing YouTube links to instant replays not of their favorite quarterback’s fancy footwork, but of Pepsi’s latest campaign, for example.
I enjoy the Super Bowl as much as the next person, but as I’ve mentioned before, I rarely pay attention to commercials on a daily basis. Truth be told, I’d rather fast-forward past them while catching up on my favorite DVR’d TV shows. But before I’d even received a press release regarding Lindt’s latest ad spot, I’d already stopped to watch and chuckle over it.
The recently aired commercial, dubbed “Airport,” follows Swiss tennis star Roger Federer through an airport security screening, where he’s stopped by two female security agents who recognize him and insist on searching his Lindor Truffle-filled duffle bag. The 30-second promo culminates in the agents taste-testing the chocolates and ultimately confiscating them for further “investigation.” The new creative will air through Sept. 12, coinciding with the U.S. Open Tennis Championships.
 I love it.

As regular readers know, I’m a tennis fan (and player). I’m also a fan of chocolate (surprise, surprise). Which is why Lindt’s decision to name Swiss tennis star Roger Federer its “Global Brand Ambassador” in 2009 seemed to me, as the company says, “the perfect match” -- a “winning combination” that I’ve written about in the past.
The new Lindt ad spot does something that few commercials outside of the Super Bowl succeed in doing: It makes me laugh. Check it out yourself at and see if it doesn’t bring a smile to your face.

In related news, Lindt has unveiled a special partnership with the Roger Federer Foundation (RFF),, to help raise awareness and funds for the non-profit in conjunction with the Grand Slam tournament currently going on in New York. To start, for every match Federer wins during the Open, Lindt will donate $1,000 to the RFF, whose primary focus is Africa; the foundation offers charitable grant-making opportunities to address the critical challenges in education for disadvantaged children. Chocolate lovers can get in on the action by visiting The Perfect Match Fan Giveaway at for the chance to win a Nike duffle bag filled with Lindor Truffles every time Federer wins a round.
 “Our new television campaign allows us to showcase our signature smooth melting Lindor Truffles in a fun way, using Federer’s likability to further extend the Lindt message,” says Thomas Linemayr, president & ceo of Lindt USA. “We are also happy our support of the Roger Federer Foundation encourages fans to rejoice in Roger’s success not only because he is a great tennis player, but also because every win will help disadvantaged children.”
Federer is equally pleased with the partnership.
“I am excited to continue to grow my partnership with the leader – and my top choice – in premium chocolate,” he says. “I am also thankful to Lindt for their support of the Roger Federer Foundation. This is a cause I am very passionate about, and it is great to know my potential success on the court will have a positive effect on children in need.”
The U.S. Open is in full swing (pun intended) at the moment. Tonight, Federer will take on fifth-seed Swede Robin Soderling. Soderling’s beaten Federer before. But it’s never easy taking on the No. 2 player in the world, especially when he’s won the tournament five out of the last six years. Win or lose, Federer can always enjoy some Lindt chocolate after the match. I’m pretty sure he’s got a lifetime supply at his fingertips.
Editor’s Note: For more information about Lindt, visit