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We’re all guilty of celebrating or reveling in moments that are really rather traumatic more than anything else. Schadenfreude, or deriving pleasure from taking in a scene of chaos or bad fortune in another person’s life, is often one of the most entertaining things in the world, and the Celebrations chocolate ad campaign hopes to capitalize on this shared belief.

Created by ad agency CLM BBDO, the Celebrations chocolate ad campaign was cleverly and humorously photographed by Clive Stewart. Comprised of three print ads, the campaign shows different scenarios in which people are enjoying the misfortune of others as they indulge in another guilty pleasure: Celebrations chocolate.

Funny, whimsical and unlike anything I have seen in a long while, the Celebrations chocolate ad is certainly well-executed.