Cadbury 5 Star doesn’t do a lot of TV advertising but when it does it’s stellar. Ogilvy India’s new commercial adds to the brand’s penchant for funny, quirky, entertaining spots as well as its brand proposition of keeping things light with its mantra, Do Nothing.

The new commercial, Elevator, joins Angry Driver from two years ago:

The perfectly poised humour is by director, Prasoon Pandey, and production company Corcoise Films.

Around the two commercials, Ogilvy has been building the do nothing idea through many innovations such as hijacking Google Assistant with a Do Nothing Mode, riding the crypto trend with Nothingcoin, creating the most visible ad campaign for a budget amounting to ‘nothing’, and more recently, a Nothing University to train people for an AI-powered future where humans can finally upskill themselves in the art of Doing Nothing and embrace AI instead of fearing it.

Nitin Saini, VP- Marketing, Mondelez India, stated, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring the simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of Doing Nothing.”

Sukesh Nayak, chief creative officer, Ogilvy India, added, “5 Star is back with another crazy interpretation of Do Nothing. Over the years, the brand’s counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign’s massive popularity. We hope our latest avatar continues to surprise and entertain people.”