Oh Ambassador! Ferrero Rocher parts with advertising agency

The ambassador's receptions may have become unbearably passé, but the makers of Ferrero Rocher chocolates cannot find a suitably exquisite replacement.

The ambassador's receptions may have become unbearably passé, but the makers of Ferrero Rocher chocolates cannot find a suitably exquisite replacement.

The Italian family that owns the chocolate maker have parted company with the advertising agency responsible for devising a successor to an advert that became a cult by virtue of its excruciating awfulness. The image of an unidentified ambassador being complimented for his flawless taste as a butler parades a pile of Ferrero Rocher on a silver tray became one of the most famous, familiar and derided ads in history.

But it was dropped in 1999 when Ferrero realised that, rather than laughing with the ad, customers might be laughing at it, and it was time for a more modern approach.

The London agency Banks Hoggins O'Shea/FCB took over the account and produced a replacement in which a dinner party hostess struggled with her alter ego over whether to allow her guests a taste of the precious confectionery. But the hostess's conflicts failed to appeal to the public in the same way as the ambassador's kitsch receptions, and the agency has stopped working with Ferrero, citing a "difficult" 30-month relationship.

Banks Hoggins has refused to comment on the reasons behind the split, beyond telling the advertising industry magazine Campaign that it had declined to pitch for the Ferrero Rocher account.

However it is thought the split came after a meeting between Ferrero and Banks Hoggins executives to discuss findings of new market research on the chocolates.

The future of the £5m account is unclear and it could be opened up to all-comers or be handed to one of the other agencies used by Ferrero.

The original ambassador advert featured a smug-looking diplomat surrounded by guests, making a discreet sign that resulted in the butler unveiling the Ferrero Rocher.

As they are offered round the room, the ambassador reaps his reward when a female guest drapes herself over his shoulders and whispers in his ear; "Monsieur, wiz zees Ferrero Rocher you are really spoileeng us."

While some thought the advert was supposed to be ironic, it became the byword in clunky promotions.

Meanwhile, speculation that the ambassador was eagerly drawing up a guest list for a new reception could not be confirmed last night.