Cadbury Dairy Milk’s ability to make you smile, cry and want to hug your loved ones (maybe even with a Dairy Milk block) continues. Speakerphone, the next chapter of VCCP’s long-running and very memorableThere’s a Glass and a Half in Everyone series features a dad and a son moment.
The series of small and emotionally powerful stories of human connection and generosity is now in its fifth year with an IPA Grand Prix in its backpack. The new spot builds on the success of Mum’s birthday, Fence Bus and Garage – that last of which was voted the most effective ad of 2022. It stays true to the formula but explores the rarely expressed moment in a father-son relationship where the relationship dynamic starts to change, and the child becomes both a friend and confidant.
The film was directed by Steve Rogers who also directed Garage. While staying true to the Cadbury Dairy Milk storytelling formula, he has taken the latest spot in a nuanced and fresh storytelling direction.
Jonathan McCarthy, head of global brand, Cadbury & Toblerone, commented, “The Glass and a Half in everyone campaign is a big brand idea that serves as a platform for powerful stories and ‘Speakerphone’ is a more than worthy addition to the series, bringing a fresh perspective with different relationship dynamics and narrative structure whilst staying true to the core elements that makes the campaign so successful.”
Chris Birch & Jonny Parker, executive creative directors at VCCP London, added, “We have a lot of love for Speakerphone, the fifth film in the glass and a half in everyone series. It’s probably the simplest, and yet the most ambitious, given the feeling we’re after using just one (rather brilliant) actor and a phone.”
The film launched in the UK on June 2 and will roll out across TV, BVOD & YouTube. Media planning and execution has been led by Publicis Media.
Credits
Client: Mondelez (Cadbury)
Senior Global Marketing Director: Jonathan Mccarthy
Senior Global Brand Manager: Markéta Kristlova
UK Associate Marketing Director: Gemma Flanigan
Advertising Agency: VCCP
Creative Directors: Chris Birch & Jonathan Parker
Creative Team: Simon Connor & Steve Cross
Head of Account Handling: Gemma Findlay
Senior Account Director: Anna Fotheringham
Senior Account Manager: Katie Westwater
Deputy Chief Strategy Officer: Clare Hutchinson
Planning Director: Alana King
Head Of TV: Olly Calverley
TV Producers: Rosie Good & Charlie Hodges
Production Company: Somesuch & Co.
Director: Steve Rogers
Managing Director: Chris Watling
Producer: Tom Gardner
Edit House: The Quarry
Editor: Jonnie Scarlett
Post House: Freefolk
Post Producer: Charles Gillett
Flame Op: Andy Copping
Grade: Company 3
Colourist: Jean Clement
Sound Studio: King Lear
Engineer: Jack Sedgwick
