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."