Show you care, hide it

It's all about the act of hiding, and the thought that goes into that.

Easter is a holiday when our generous instinct is reawakened after a long winter, and the perfect reminder that ‘there’s a glass and a half in everyone’. 

Cadbury’s Easter campaign, ‘Show you care, hide it’, builds on this by encouraging the nation to put time and effort into hiding an egg for a loved one, rather than simply handing one over.

The 40” spot is filled with the natural light of a spring day, and directed by Si&Ad. It tells the story of a grandfather hiding shiny purple eggs around his flat; finding places high and low. There's a knock at the door and in runs his granddaughter and tall teenage grandson. As the little girl runs off in search of Easter eggs, the grandson greets his grandpa with a big hello hug and we see his eyes darting across the room, looking around for eggs for himself.