Dark chocolate generally seems to be a bit of a love hate thing. You either devour the stuff with little dignity, or it’s so repulsive your stomach’s clenching at the thought of it now.

The extra dark stuff especially is quite an acquired taste.

Well the kids in this Israeli ad for Strauss Group’s Splendid chocolate brand are definitely on the ‘bleughhh’ side of the fence.

The ad, created by BBR Saatchi & Saatchi, according to AdWeek, shows kids sampling dark chocolate for the first, and in slow motion.

The reactions are priceless.

“Most Israeli moms actually keep a full drawer stocked with goodies, which by the end of the week is bound to need serous refurbishing,” agency rep Eva Hasson told Saatchi & Saatchi.

“But curiously, often enough, the only pack left half eaten in the drawer is the dark chocolate. This got us thinking, and we realized Splendid chocolate—being as dark and bitter a chocolate as you can get—probably lacked the sweetness kids were after.

“We filmed quite a few kids. But, to be honest, none of the kids really liked it. Most of them begged us to stop and one even cried.”

The spot is reminiscent of Pampers’ spot showing the hilarious faces babies pull when pooping for the first time.

https://www.youtube.com/watch?v=aeuK8YePo-M