The 30-second TV ad, called “Carol of Believers”, aims to show “the wonder of Christmas as seen through the eyes of Thorntons”.
The ad opens on a group of children singing “Deck The Halls”. As they watch the audience members turn into Christmas figures including a snowman, a reindeer and elves.
One of the child carolers is singing halfheartedly and turns an audience member into an unfestive ostrich. After the boy eats a Thorntons chocolate, his Christmas spirit is restored and the ostrich dons a festive Santa outfit.
The voiceover ends the ad with the strapline “Thorntons. We can all believe”.
The campaign is the confectionary maker’s first TV ad since appointing advertising agency Mother London.
It will run until 18 December.