Icebreakers Takes Philosophical Turn, We Shy Away
This playful little campaign by Grupo W, Mexico is for Hershey's Icebreakers, and the object of each interaction -- for those who don't speak Spanish -- is to demonstrate how "The truth tastes better." Especially with Icebreakers.
There's also a companion site that roughly translates to The Flavor of Your Truth, where you can spell out your personal truth and create a new brand image out of pictures tagged with the words you used.
It all sounds very Dorian Gray. Do you really want to know what your truth looks like?