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.”