Producers of the commercial, Collins Media, asked 35 extras to dress in sports gear to portray a tai chi class.

The class is guided by instructor, model Michael Monrose, who gets them to meditate on the chocolate before giving in to temptation and eating it.

Currently living in Melbourne, Mr Monrose modelled in the United Kingdom and New York for many years.

While he speaks three languages and is working on his PHD, he admits to an "affinity" with chocolate.

"I admit I do have an obsession with chocolate," Mr Monrose said.

The commercial will go to air in Victoria next week, and will play until the end of the festival, on August 9 at the Melbourne showgrounds.

"The commercial is quirky and left of centre," said producer Walt Collins.

"This is another chance for us to show off Ballarat to our metro cousins. Filming this commercial in Ballarat has been made really simple and straightforward, thanks to the city's proactive film liaison department.

"Normally this commercial would be shot in Melbourne, but this time we were convinced Ballarat was the correct location," he said.

Festival director Simone Gordon agreed that Ballarat was the best place to shoot the commercial.

"All the fun stuff happens in the country," she said.

"Being based in regional Victoria myself, I like to showcase it as much as I can to Melbourne and the rest of Australia."

The Chocolate Rush Festival is expected to attract over 10,000 chocolate loving people and will include workshops, classes, chocolate sculptures, chocolate mud wrestling, chocolate tattoos, regional food and wine, a kid's kitchen and an Australian industry

chocolate championship.