Seniors reveal surprising facts about their lives in Cadbury's ad about age and loneliness

VCCP's campaign in partnership with Age U.K. encourages meaningful conversations

Published On
Sep 23, 2020

Editor's Pick

Isolation among the older generation is likely to spiral as we head into a socially distanced winter of little contact between households. With this in mind, Cadbury Dairy Milk is continuing its ongoing campaign in partnership with Age U.K. highlighting loneliness, but with a new point to make: take the time to have a meaningful conversation with an older person and you might hear something interesting. 

In a new TV and digital spot from VCCP, seniors beg not to be asked infantilizing questions like whether they're cold if they slept well. "Ask us about our adventures," they say.

We then hear from some seniors  their surprising life stories about running off to join the circus or kissing "the most famous rock star on the planet." One woman wants to be asked about the time she posed nude, aged 72. 

The spot, directed by Billy Boyd Cape via Academy, highlights that an estimated 225,000 older people often go a whole week without speaking to anyone. "We know that this year due to COVID-19, older people have been more socially isolated than ever but, in amongst all the worry, we wanted to strike a positive note and celebrate them—this film does just that,” said Claudia Miceli, senior brand manager at Cadbury, in a statement.

“Last year we asked people to talk, this year we’d like them to listen, " added Darren Bailes, executive creative director at VCCP. "The truth about older people is they don’t need tiptoeing around. They’ve been there and done that, so they’ve got some amazing experiences—our new film is all about encouraging the nation to donate their words and seek them out."


Sep 23, 2020
Client :
Cadbury Dairy Milk
Agency :
Marketing Activation Director :
Benazir Barlet-Batada
Associate Director Marketing Cadbury UK&I :
Colin O’Toole
Senior Brand Manager :
Claudia Miceli
Brand Manager :
Beatrice Berutti
Executive Creative Director :
Darren Bailes
Associate Creative Director :
Chris Birch
Associate Creative Director :
Jonny Parker
Creative :
James Rafter
Creative :
Myles Vincent
Social and Influence Director :
Aurelien Pakula
Producer :
Nosisa Majuqwana
Group Managing Director :
David Boscawen
Business Director :
Matt Smith
Senior Account Director :
Gen Hole
Senior Account Manager :
Catherine Tilley
Group Planning Director :
Oliver Waterstone
Senior Planner :
Hannah Martin
Media Agency :
Client Business Director :
Lauren Ashleigh Kenny
Account Director :
Chris Springall
Production Company :
Director :
Billy Boyd Cape
Producer :
Georgina Smith
Editor :
Billy Mead
Edit :
Post Production :
Post Production :
Post Production :
Robbie Ryan
Sound Design :
Jack Sedgwick
Sound Design :
Wave Studios
Colorist :
Toby Tomkins
Color :

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