I think both images are a nice start, but need more development. Googling Nutella ads, it’s seems a lot of them either have a point to make, or attempt to tell a story/make a pun. Essentially, just the product and a hashtag isn’t enough. For example, they have a range of ads emulating various sports, one emulates fencing by having two nutella-laden knives crossing. Another had a knife hanging over the jar like a diving board. Any ad needs to communicate more than “product exists”. If you can tie into an event, or communicate a feeling (some Nutella ads focus on breakfast time as a family) then you’re tying into a narrative the viewer can connect with. All other design choices can stem from that.
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