A boy reaches out to an unhappy teen in Cadbury's simple, sweet ad

Frederic Planchon directs another kindness-themed ad for the brand

Published On
Jun 01, 2021

Editor's Pick

Cadbury Dairy Milk's campaign themed around kindness and small acts of generosity has been running for a few years now, but it still resonates, as evident in this simple but moving TV ad out this week in the U.K..

The new spot from VCCP centers on a little boy on a bus with his mom coming home from school (the lack of masks on public transport, if you're wondering, is because the ad was shot before the pandemic). He's bored, and also desperate to open his bar of Dairy Milk, but Mom tells him to save it for later. However, while she answers a phone call, he notices a teenage girl who is crying. He reaches out to her with the chocolate, and although she doesn't take it, his kindness eventually coaxes a smile out of her. (And the boy is finally allowed a chunk himself.)

The film is directed by Frederic Planchon of Academy, who previously helmed the brand's other generosity-themed ads "Mum's Birthday" and "Fence."  Once again, he elicits touching, authentic performances from the actors. 

“We’ve all been there on a bus or at rain and seen someone sad and upset," said Chris Birch and Jonny Parker, executive creative directors at VCCP, in a statement. "Most of the time we look away, minding our own business. But the generous hearted amongst us know better. This film tells that story."


Jun 01, 2021
Client :
Cadbury Dairy Milk
Agency :
Senior Marketing Director :
Ben Wickes
Associate Director Marketing :
Colin O’Toole
Marketing Manager :
Michael Moore
Darren Bailes
Executive Creative Director :
Chris Birch
Executive Creative Director :
Jonny Parker
Creative :
Joe Lovett
Creative :
Jack Snell
Integrated Project Director :
Jon Dewart
TV Producer :
Carly Parris
Group Managing Director :
David Boscawen
VCCP Head of Mondelez UK :
Matt Smith
Account Director :
Catherine Tilley
Joint Head of Planning :
Sophie Kerbegian
Senior Planner :
Hannah Martin
Media Agency :
Production Company :
Academy Films
Director :
Frederic Planchon
Justin Brown
Producer :
Ash Lockmun
Audio Post Production :
Jack Sedgwick
Audio Post Production :
Colorist :
Jean Clement Soret
Colorist :
Post Production :

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