Cadbury was forced to pull its U.K. Easter ad due to social distancing rules amid the coronavirus pandemic, as it showed a kind-hearted grandfather planning an egg hunt for his grand kids. However, its Australian spot, which breaks today and also follows the brand's global kindness theme, is going ahead, presumably since it all takes place within one family home and garden.
The ad, by Ogilvy Melbourne, tells the story of a little boy who wakes up early on Easter and notices the eggs that have been placed around his garden. Leaving his sister asleep in the bunk room they share, he goes outside to start the egg hunt, determined to get the biggest chocolate egg of all down from its hiding place. His motives appear selfish, but later on, it's revealed that he went to get the egg for his sister, who's actually confined to bed with a broken leg. The spot carries Cadbury Dairy Milk's current tagline, "There's a glass and a half in every one."
While the spot doesn't take place specifically in today's lockdown times, its theme of being stuck inside on a day like Easter might resonate with kids this year.
“In a world that can seem a little bleak right now, the generous acts are still happening every day. And with many families forced into our homes, Easter is still a time we should look forward to," said David Ponce de Leon, executive creative director for Ogilvy Melbourne in a statement. "The new Cadbury Dairy Milk campaign is a celebration of the little moments that connect us. A very real, down to earth Australian story we are certain will resonate with consumers this Easter.”
In addition to the commercial, which was directed by Mitch Kennedy of The Producers, the wider campaign will include digital, social, and a live 360 egg hunt on Facebook.