Chocolate brand Tony’s Chocolonely is launching its first TV commercial globally across Sky Channels today (10 February), in partnership with Sky Media.

The advertisement aims to highlight the ethical issues associated with cocoa production around the world, with the brand emphasising the importance of sustainable and fair sourcing practices.

The commercial was created by the House of Oddities and features two wrestlers, Tony and X-Ploitation, who are fighting in the background as women sit on the sofa discussing exploitation in the chocolate industry.

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The X-Ploitation wrestler aims to address the major problems when dealing with chocolate production, including poverty, child labour and deforestation.

Tony’s Chocolonely secured £500,000 worth of funding across Sky Media advertising channels through its Sky Zero Footprint Fund, which is designed to support brands prioritising sustainability.

Nicola Matthews, UK and Ireland head of marketing at Tony’s Chocolonely said: “We’re incredibly proud of our first TV campaign and can’t wait for it to air this week.

“Tony’s Chocolonely has been fighting exploitation in the global cocoa industry for 20 years. With our first-ever TV campaign, we want to show that being part of that change has never been simpler or more delicious. Simply, by choosing Tony’s, chocolate lovers can join our fight.”

The new commercial aims to reach millions of viewers to engage in storytelling which drives awareness and action among consumers.