Created by BBDO New York, this spot introduces us to a young girl named Molly who is filled with ideas and innovative solutions to problems. We see her inventions on the fly, including automated ways to throw out the trash and to sell Girl Scout cookies.
As she grows up, the innovation and ingenuity continue, taking us to the present time with her working as an engineer at GE.
Titled "Shortcuts," this piece was directed by Lance Acord of Park Pictures, and positions GE as a great place for aspiring engineers.
Credits
Client GE Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Michael Aimette, executive creative director; Eric Goldstein, sr. creative director/art director; Fred Kovey, creative director/copywriter; David Rolfe, head of production; George Sholley, executive producer; Jack Patrick, content producer; Rani Vaz, head of music production. Production Park Pictures Lance Acord, director/DP; Scott Howard, exec producer; Caroline Kousidonis, line producer. Editorial WAX/The Quarry Paul Watts, editor; Drew Balke, assistant editor; Tor Adams, exec producer; Annabelle Cuthbert, producer. VFX a52 Kim Christensen, producer; Andy Wilkoff, lead CG artist; Pat Murphy, conform artist. Graphic Design elastic Kim Christensen, producer. Telecine Company 3 Tim Masick, colorist; Rochelle Brown, producer. Sound Design One Thousand Birds Audio Post Sonic Union Michael Marinelli, engineer, Justine Cortale, producer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
