Rodeo Show’s Christina Xing Takes the Flavour Journey with Kinder Bueno

Rodeo Show director Christina Xing directed a pair of spots for a new campaign for Kinder Bueno, the crispy, creamy chocolate bar that offers a taste experience that defies expectations. The campaign, conceived by Publicis New York, portrays the flavour journey of the creamy hazelnut-filled chocolate bar woven into the story of a sun-soaked summer road trip with friends, capturing all the sweet moments along the way.

'A Summer Journey Made to Savor' begins with a shot of an SUV packed for a road trip, with a bundle of Kinder Bueno peeking out from a bag of picnic goodies. Someone sneaks a handful, hops in the passenger seat, and they hit the road. The cabin fills with a sense of joy and adventure as they take on the open road, laughing and bobbing their heads to the playlist they've prepared for the journey. Our hero emerges with a playful and mischievous grin, fanning out a handful of Kinder Buenos to much fanfare. As he bites into the sweet treat, his eyes light up with joy, setting the stage for a delectable up-close montage of the ingredients that make the Kinder Bueno journey worth savoring: a creamy hazelnut filling in a crispy wafer, enrobed in milk chocolate, and drizzled with dark chocolate. The spot concludes in a majestic mountainside setting, where the cheerful friends capture selfies of their Kinder Bueno adventure.

The 'Summer White Chocolate' spot kicks off where the hero spot concludes, with an up-close shot of a different friend in the group, whose eyes widen with joy as she bites into a Kinder Bueno White Chocolate. 

“These spots are all about the fun and warmth of those hall-of-fame road trips with your besties – inside jokes, the epic playlist, the beautiful vistas, and all those shared moments in between that are all the sweeter with Kinder Bueno,” remarks Xing. “That magical feeling is something I’ve experienced firsthand, as Kinder was a favorite childhood treat of mine, and it is still the perfect snack for a road trip.” 

Working closely with cinematographer and frequent collaborator Ben Mullen, Xing looked to capture portraits of friendship with a tinge of magical realism, framing each moment with a balance of authenticity and picture-book whimsy, particularly the up-close moments where the actors bite into the candy bar and the energy shifts. Xing channeled this energy, opting for shots that capture their joy with open eyes, rather than the typical closed-eye portrayals of people indulging in sweets.

“I wanted the flavour spark to be visible, so casting was essential to telling our story and bringing what I call the ‘Kinder Bueno moments’ to life,” explains Xing. “They were the most important shots and required natural and playful performances with a silent film-like expressiveness to sell the deliciousness without being too over the top. We enhanced these moments with precision through the rhythm of the cinematography and the edit.” 

The spots' vibe aligned perfectly with Xing's passion for casting and working with actors to tell warm and relatable stories, as well as her experience in music videos, including those involving interior car shoots. Xing utilized a process trailer, which provided several advantages. Firstly, it enabled smoother shots and controlled lighting without the need to stop and set up different shots and angles during the one-day shoot. More importantly, the process trailer allowed the actors to bring the required loose and carefree energy to their performances without the added anxiety of driving.

The Rodeo Show crew shot in Shadow Oaks Ranch, the perfect location for capturing the static shots of the story’s escape into nature. 

“I am incredibly grateful for the opportunity to direct this project, particularly for a product that evokes so many joyful memories from my childhood,” concludes Xing. “Working with Kinder Bueno USA and Publicis was an amazing experience. [Kinder Bueno senior brand manager] Nicole Fischer and I immediately hit it off. She had a clear vision of everything this spot needed to convey for the brand in a brief amount of time to tell the story.”