Cadbury's tale of generosity aims to help improve literacy in South Africa

TV ad from VCCP is part of a consumer activation centered on translating books

Published On
May 24, 2021

Editor's Pick

Cadbury is taking its global campaign centered around kindess and acts of generosity to South Africa, where its latest ad is part of a wider push centered around the country's problems with literacy. 

The campaign starts off with a new TV spot by VCCP London, depicting a little boy whose seemingly strict babysitter, Mrs. Mabena, tries to get him to read rather than play computer games. He seems to resent her efforts, but when his mother comes home and he realizes how grateful she is to the babysitter, he slips a bar of chocolate into Mrs. Mabena's handbag as a thank-you. 

The heartwarming spot, directed by Zee Ntuli via Darling Films and shot in Johannesburg, is part of a broader effort to address the fact that 9.6 million adults in South Africa are illiterate, and only 2% of books published there are in African languages. A consumer-driven activation, by partner agency Ogilvy South Africa, will encourage people to translate words into their own language, which will then be turned into chiildren's books by well-known South African authors.

"We've all known a Mrs. Mabena, especially when we were kids," said Chris Birch, executive creative director at VCCP in a staement. "Seemingly stern on the outside, yet an absolute generous gem on the inside. We are extremely proud of this work and the goal to improve literacy in South Africa."


May 24, 2021
Client :
Agency :
Executive Creative Director :
Chris Birch
Executive Creative Director :
Jonny Parker
Art Director :
Myles Vincent
Copywriter :
James Rafter
Group Managing Director :
David Boscawen
Business Director :
Frankie Hall
Senior Account Director :
Anna Fotheringham
Account Manager :
Annisha Shah
Joint Head of Planning :
Sophie Kerbegian
Planning Director :
Alana King
Agency TV Producer :
Nosisa Majuqwana
Director :
Jon Dewart
Agency Creative Producer :
Ben Waters
Mondelezssa Marketing Director :
Nadia Mohamed
Mondelezssa BU Equity Lead :
Grant Van Niekerk
Mondelezssa Chocolate Equity Lead :
Langa Khanyile
Mondelezssa Chocolate Category Lead :
Lara Sidersky
Mondelezssa Tablets Senior Manager :
Simone Van Zyl
Mondelezssa Tablet Brand Manager :
Alanta Moodley
Parent Agency :
Ogilvy South Africa
Media Buying Agency :
Publicis Media Starcom Worldwide
Media Planner :
Wicus Swanepoel
Media Planner :
Monique Clark
Production Company :
Darling Films
Executive Producer :
Lorraine Smit
Producer :
Saskia Finlayson Gupffert
Executive Producer :
Andrew Porteous
Executive Producer :
The Progress Film Company
Post-Production Company :
Priest Post Production
Director :
Zee Ntuli
Editor :
Matthew Swanepol
Colorist :
Craig Simonetti
Colorist :
Post Modern
Audio Post-Production Company :
Sterling Sounds

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