ASMR meets food porn (and a definite Pavlov effect is likely) in Cadbury’s commercial.
The 15-second commercial is part of a global campaign by VCCP, It could only be… Cadbury Dairy Milk, that reminds people of the taste that has made Cadbury Dairy Milk famous. The product campaign brings the unmistakable slow melting, smooth coating, long lasting taste experience of Cadbury Dairy Milk into focus and is designed to sit alongside the brand’s long-standing There’s a Glass and a Half in Everyone brand platform.
The campaign is live across video on demand, YouTube and social in nine countires globally, including Australia, South Africa, Canada and MENAP.
In the UK, the campaign features an OOH Piccadilly Lights takeover featuring a 40-second version of the hero film, playing every 10 minutes from May 19 to June 1. In addition, a 3D soundscape will accompany the campaign in the UK, running across Spotify, Global Radio and Octave. The podcast, Off Menu, will also run personalised sponsored content during its ad breaks.
Guilherme Ferreira, global brand VP at Mondelez International, stated, “‘It could only be Cadbury Dairy Milk’ is the first of its kind – everything you see is real chocolate, celebrating the unique and instantly recognisable taste of a chunk of Cadbury Dairy Milk. When it feels like everyone is turning to AI and CGI, we were proud to create the film using real life filming on set, utilising experts in their craft to demonstrate the deliciousness of Cadbury Dairy Milk.”
Simon Connor, creative director at VCCP, added, “Cadbury Dairy Milk is like no other chocolate. It’s instantly recognisable to millions. Our challenge was to capture that feeling without messing it up. So, we did it the hard way: by hand. We built bespoke rigs, poured real Cadbury chocolate through them, and crafted every shot to show the taste everyone knows and loves. No CGI, no cheats – just proper craft, for a properly iconic chocolate.”
Chris Birch and Jonny Parker CCOs at VCCP, commented, “Such an iconic product deserves iconic work that makes its way into the public’s consciousness. Dan and the wonderful team have done this with class and real graft.”
Credits:
Client: Mondelēz International
Client Team: Guilherme Ferreira, Nikhil Nicholas, Abi Eayrs
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonathan Parker
Creative Director: Simon Connor
Art Director: Tomás Azoubel Lima
Copywriter: Ana Marques
Group Managing Director: David Boscawen
Managing Partner: Gemma Findlay
Senior Account Director: Thom Gilbrook, Rosie Troen
Account Director: Vicky Norrington
Senior Account Manager: Lucy Morgan
Account Manager: Emira Grbac
Chief Strategy Officer: Clare Hutchinson
Head of Planning: Jenny Nichols
Planning Director: Dan Brown
Content Agency: Girl&Bear
Agency Senior TV Producer: Carly Parris
Integrated Project Director: Sally Greenwood
Agency Creative Producer: Mish Dent
Designer: Adam Edwards & Jose Macena
Artwork: James Perry & Toby Kadir
Resource Manager: Yasmine Moridi
Media Buying Agency: Publicis Media
Global Strategy Lead: Barry Ferguson
Business Director: George Pearcy
Strategy Director: Imogen Tomlinson
Production Company: Dan Tobin Smith Studios
Director & Photographer: Dan Tobin Smith
Producer & Executive Producer: Hannah May
Production Manager: Cat Irving & Becky Thompson
1st Assistant Director: Rob Thorpe
Director’s Assistants: Elliott Lowe & Jack Lovell
Post-Production Company: Time Based Arts
Post Producer: Matt Squires
2D Lead & Shoot Supervisor: Stephen Grasso
2D Leads: Andre Bittencourt &Leo Weston
CG Lead: Tushar Kewlani
Colourist: Dani Rotaru
Retoucher: Martin Pryor
Audio Post-Production: Factory Studios
Sound Design & Mix: Anthony Moore
Audio Producer: Olivia Endersby & Beth Massey
Music Supervision: Siren
Composer: Anthony Moore
Music Supervisor: Josh Gibbard
