As U.K. retailers rush to air their Christmas TV spots, Cadbury is doing something a little different-- counting down to Christmas with a giant advent calendar consisting of branded delivery trucks.

Each truck has a number from one to 24 on its exterior, and each day one truck will depart from the advent calendar (which is shown being constructed in this TV ad) starting in Bournville, Birmingham, where Cadbury was founded. The trucks will travel to locations throughout the U.K. and Ireland to hand out Cadbury treats to consumers. And of course it will all be filmed.

The integrated campaign was created by agencies including Golin, Elvis, PHD, Drum and RPM.