Haribo's "Kids' Voices" campaign in the U.K. is still going strong into its seventh year.

In the latest spot by agency Quiet Storm, a couple of mustachioed traffic cops have a childlike conversation in their car over a bag of Haribo Starmix. "Maybe the bear could steal the ring which is the crown jewel and run away with it and maybe the police could find him?" suggests one. "Yeah...we are the police!'" responds his colleague before they dissolve into giggles. It's short and simple, but exactly what's required. 

This playful campaign has a enjoyed longevity that's rarely seen these days. “It’s very unusual for a brand to have advertising that is so beloved by consumers, where each new instalment is eagerly anticipated," comments Jon Hughes, Managing Director at Haribo, in a statement. "'Kids’ Voices' still serves Haribo well and really proves the power of developing long-term creative ideas.”

Directed by Seb James at Quiet Storm, the spot will run on U.K. TV until the end of October. It will also appear on video on demand.