Cadbury is aiming to lure consumers away from the January gym rush for a few minutes at least, to showcase how little moments can make another person feel special – with the help of a slab of Cadbury Dairy Milk – as the brand continues its award-winning “There’s a glass half in everyone” strategy.
The campaign, devised by VCCP, has been running for since 2018; the agency scooped the IPA Effectiveness Awards grand prix for the Mondelēz brand in October last year.
The latest execution, dubbed “Garage”, builds on the storytelling formula to show a young woman working late at night in a petrol station, when a customer pays for petrol and a Cadbury Dairy Milk bar but he ‘accidentally’ leaves that behind.
When the girl reminds him that he has forgotten to pick up his chocolate, he smiles and walks away. We then hear her say “love you dad” over the PA across the petrol station, revealing their relationship to each other before he smiles at her and gets into his car.
The film is designed to show that as a parent, you never stop caring for your children, no matter how grown up they get.
The 60″ spot will run until January 22, supported by 30″ and 20″ cut downs across TV, cinema, BVOD and YouTube until February 5. Publicis is handling media.
Cadbury UK&I associate marketing director Gemma Flanigan said: “In this latest film we have introduced lighter moments, while still retaining the authenticity from our other stories that have shown how powerful moments of generosity can be. This fits in with the campaigns we have done for the last five years that showed different types of generous givers and how small gestures can make a difference.”
VCCP London executive creative directors Jonny Parker and Chris Birch added: “We’ve always said generosity is out there in the world, it just doesn’t shout as loudly as the negative stuff. Garage is another one of those quiet small Cadbury films that hopefully makes people feel something big.”
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