Cadbury's gently understated spot continues its theme of little acts of kindness in a gas station

Latest ad from VCCP was directed by Steve Rogers

Published On
Jan 09, 2023

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The new U.K. spot for Cadbury Dairy Milk, continuing its theme of little acts of generosity, is a gently understated film that nevertheless strikes quite the emotional chord.

The latest in the series, illustrating the chocolate brand's tagline "There's a glass and a half in every one," tells the story of a young woman working late at night in a gas station. A man comes to pay for petrol and asks her if she's all right, to which she gives a half hearted smile. We're not sure if he's a stranger or someone she knows, but when he adds a bar of Cadbury Dairy Milk to his fuel purchase, he "accidentally" leaves it behind. When the girl reminds him, he smiles and walks away. We then hear an affectionate "love you Dad" over the PA system. 

The spot by VCCP follows previous films such as "Bus," Mum's Birthday and Fence. These were directed by Academy's Frederic Planchon, but the new film is helmed by Steve Rogers via Somesuch. 

“In this latest film we have introduced lighter moments, while still retaining the authenticity from our other stories that have shown how powerful moments of generosity can be," said Gemma Flanigan, UK and Ireland associate marketing director at Cadbury, in a statement. "This fits in with the campaigns we have done for the last five years that showed different types of generous givers and how small gestures can make a difference.”

“We’ve always said generosity is out there in the world, it just doesn't shout as loudly as the negative stuff," added Jonny Parker and Chris Birch, executive creative directors at VCCP Londont "Garage is another one of those quiet small Cadbury films that hopefully makes people feel something big.” 


Jan 09, 2023
Client :
Cadbury Dairy Milk
Client :
Agency :
Senior Global Marketing Director :
Jonathan McCarthy
Senior Global Brand Manager :
Markéta Kristlová
Associate Marketing Director :
Gemma Flanigan
Executive Director :
Chris Birch
Executive Director :
Jonathan Parker
Creative Team :
Simon Connor
Creative Team :
Steve Cross
Head of Account Handling :
Gemma Findlay
Senior Account Director :
Anna Fotheringham
Senior Account Manager :
Katie Westwater
Chief Strategy Officer :
Clare Hutchinson
Planning Director :
Alana King
Head of TV :
Olly Calverley
TV Producer :
Rosie Good
TV Producer :
Charlie Hodges
Production Company :
Somesuch & Co
Director :
Steve Rogers
Managing Director :
Chris Watling
Producer :
Tom Gardner
Edit House :
The Quarry
Editor :
Jonnie Scarlett
Post House :
Post Producer :
Charles Gillett
Flame Op :
Andy Copping
Grade :
Company 3
Colorist :
Jean Clement
Sound Studio :
King Lear
Engineer :
Jack Sedgwick

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