Cadbury has pulled its U.K. Easter campaign, which featured an older man planning an egg hunt for his grandchildren, in the light of the coronavirus pandemic and the new rules about social distancing.

The ad from VCCP broke two weeks ago and depicts the man hiding eggs around his apartment, climbing up onto high shelves and crouching down under beds to place them high and low, before his two grandchildren arrive, one a little girl and one a tall teenager.

A spokesperson for the brand commented: "We take our responsibility for marketing & advertising very seriously. Our television ad was intended to inspire generosity & happiness in the run up to Easter. However, due to current government guidance on social distancing, we recognize it's no longer appropriate to encourage close physical contact, particularly with older generations. For that reason, we've made the decision to replace our current Easter ad with spots that are mindful of the current climate. We're working to do this as soon as possible."

The ad, directed by Si&Ad at Academy Films, was part of a long-running kindness-themed campaign by the Mondelez brand titled "There's a glass and a half in every one," which has focused particularly on kindness to older generations and reducing their loneliness. Another execution from last year featured neighborhood kids showing kindness to an elderly man next door.