Cadbury celebrates little acts of real-life kindness and generosity during the lockdown period in its latest ad, with the the message that "this doesn't need to end" when quarantine is over.
The spot by VCCP, which breaks as the U.K. waits for its government to inform it of a date to come out of lockdown, juxtaposes audio of phone calls between friends and relatives against visuals of the exteriors of homes and apartment blocks. Some are checking in to make sure the other is OK, and some explain how neighbors have helped them out during the crisis, including one woman who says a new arrival even offered to help despite not knowing her before. We also see children playing on balconies, families cooking with each other during the lockdown, and the "clapping for carers" that happens each Thursday. It ends with the words: "When lockdown is over, all this doesn't need to be over."
The film was directed by Tom Sweetland via Clouded Vision with all the footage captured by Clouded Vision's network of DOPs, filming in their own homes and with their families during lockdown to gather the real-life stories shared in the film. It also includes some footage filmed by drone—something we've seen in other ads in the past few weeks as film-makers try to follow social distancing rules, including Woodford Reserve's Kentucky Derby ad and Nissan's "Ode to Empty Roads" from Dubai.
The spot broke on TV Friday during Channel 4's reality show "Gogglebox" and continues the Mondelez-owned brand's ongoing kindness-themed campaign—but with a new angle for the time of coronavirus. In March, the brand was forced to pull its Easter commercial due to social distancing rules, as it featured two grandchildren visiting a grandparent.