Choco Hoax is the latest fashion film by Milan-based filmmaker Alice Fassi. The film offers a satirical critique of greenwashing and the consumerist tendencies of contemporary society. With a blend of irony and surrealism, the film exposes the deceptive nature of marketing campaigns that promote products by highlighting what they lack rather than their true essence.
Choco Hoax centres around a new chocolate bar of the same name, positioned as a futuristic and environmentally friendly snack. However, as the television commercial unfolds, viewers are taken on a crescendo of events that reveal the true nature of Choco Hoax – it is not only green, sugarless, fat-free, and additive-free but also shockingly devoid of chocolate itself.
The film challenges the notion of continuous consumption without a sense of guilt, highlighting how society is enticed to purchase items that have been stripped of their harmful characteristics. From silicone-free shampoo to sugar-free beverages and nicotine-free cigarettes, Choco Hoax aims to shed light on the deceptive nature of advertising and question the true motives behind these products. It delves into the absurdity of marketing strategies that prioritise empty promises over genuine substance, culminating in the revelation of a highly toxic ingredient that pushes the narrative to the brink of catastrophe.
With Choco Hoax, Fassi aims to spark conversations about greenwashing, consumerism, and the manipulative tactics employed in advertising. She invites us to question the authenticity of products marketed solely for what they lack, urging a deeper examination of the impact of consumer choices.