To showcase how little moments can make another person feel special Cadbury Dairy Milk and global agency of record VCCP, have today launched its latest storytelling campaign ‘Garage'.
The new campaign exemplifies Cadbury’s mission to show how generosity brings us closer - or as Cadbury says, ‘There’s a glass half in everyone’. This can be seen through the ‘Generosity’ Cadbury Dairy Milk brand platform, which is entering its fourth year, showing familiar places and relationships in the noise of everyday life and the little moments that can make someone’s day.
Following the award-winning films - Mum’s Birthday, Fence and Bus - ‘Garage’ builds on the powerful storytelling formula that finds a simple way to get the message across while keeping it fresh.
Directed by acclaimed director Steve Rogers, ‘Garage’ tells the story of a young woman working late at night in a petrol station. We see a customer pay for petrol plus a Cadbury Dairy Milk bar that he ‘accidentally’ leaves behind. When the girl reminds him that he has left it behind he smiles and walks away. We then hear an affectionate "love you Dad" over the PA across the petrol station, revealing their relationship to each other before he smiles at her and gets into his car. She smiles and her face lights up, showing how much it means to her. It's a small gesture from her father, but we see from her warm smile that it's made her night - we see the power of the glass & a half in everyone. This links back to the brand's famous recipe, which states that every half a pound of chocolate has a half a glass of milk, as well as how there is generosity in everyone and how this can be shown in small moments.
The film depicts a relatable story that shows that as a parent, you never stop caring for your children, no matter how grownup they get. It's a simple yet emotive film and allows people to explore a relationship that shows generosity is as strong in adults as it is in children.
Gemma Flanigan, UK&I Associate Marketing Director at Cadbury said: “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. 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.”
Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London added: “We’ve always said generosity is out there in the world, it just doesn't shout as loudly as the negative stuff. Garage is another one of those quiet small cadbury films that hopefully makes people feel something big.”
The hero 60” film will run until 22nd January. 30” and 20” cut downs will also run across TV, cinema, BVOD and Youtube until 5th February. The film has been supported by media partner Publicis.
We’ve always said generosity is out there in the world, it just doesn't shout as loudly as the negative stuff. Garage is another one of those quiet small cadbury films that hopefully makes people feel something big. Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London
Advertising, Content & Social
Project for Cadbury