Australian director Steve Rogers is behind Cadbury Dairy Milk’s latest campaign produced by Biscuit Filmworks X Revolver in partnership with VCCP.
VCCP’s Generosity platform for Cadbury has built a collection of commercials across seven years, that squeeze your heart hard and hold it. A little girl buying a birthday present for her mum, a neighbour who indulges two boys who can’t kick a ball straight, a little boy who empathises with a young woman’s upset, a son encouraging a dad after his work review, a father supporting his daughter’s first job…
…and now a story about a father with dementia that has all the heart-squeezing that has made the series famous, plus a tiny tickle of humour to lighten a subject that can be so sad.
The emotive might of the new commercial, Memory, and the balance of its surprise twist and humour come from VCCP creative director, Simon Connor, and amplified by the directing decisions of Steve Rogers. The commercial was produced by Biscuit Filmworks x Revolver, working with VCCP’s global content production studio, Girl&Bear. And it links to Alzheimer’s Research UK through a logo as the commercial closes. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Memory is part of Cadbury’s continuing partnership with Alzheimer’s Research UK in 2025 that began last year. Cadbury will continue to campaign proactively to raise awareness of the condition and provide additional financial support to further the charity’s mission to find a cure for dementia.
Elise Burditt, senior marketing director at Cadbury, commented, “At Cadbury, we believe that generosity has the power to bring people closer together. Memory illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We’re incredibly proud to continue to work with Alzheimer’s Research UK to support their vitally important work.”
The campaign is running across TV, streaming, YouTube and cinema.
Credits:
Agency: VCCP
Executive Creative Directors: Jonathan Parker & Chris Birch
Creative Director: Simon Connor
Agency Producer: Olly Calverley
Agency Assistant Producer: Tuesday Birmingham
Production Company: Biscuit Filmworks X Revolver
Director: Steve Rogers
Producer: Lee Groombridge
Founding Partner: Shawn Lacy
Managing Director & Executive Producer: Rupert Reynolds-Maclean
Head of Production: Emily Atterton
Production Manager: Samantha Somers
Production Assistant: Dalia S.
Directors Assistant: James Murray
Director of Photography: Daniel Landin
Production Designer: Jon Henson
Stylist: Chloe Wood
Casting Director: Lara Manwaring
Costume Designer: Hannah Edwards
Hair & Makeup: Claire De Graft
Editing: The Quarry
Editor: Jonnie Scarlett
Post Production: Freefolk & Time Based Arts
Colourist: Simone Grattarola
Audio Post Production: Factory Studios
Sound Designer: Don Nelson
