Not before time…Nestle-owned chocolate brand Yorkie is ditching its infamous “It”s Not For Girls” marketing strapline.

This move coincides with the launch of the first Yorkie TV ad in 10 years from agency JWT London.

The new ad campaign still targets men but with a much more balanced and contemporary sense of humour. The first execution “Shopping Bags” sees a young man who is able to carry all of his supermarket shopping from the car to the house in one go. When he has achieved this titanic feat, he treats himself to a Yorkie bar as his female partner looks on with weary bemusement.

JWT says “the new campaign is born out of a simple observation that men feel like superheroes when overcoming the most mundane of tasks.” Shopping Bags was directed by Guy Manwaring through Sonny London, with post production handled by Finish. Media planning and buying is handled by JWT sister agency Mindshare.