In this spot titled “Puerta” (“Door”), Buenos Aires agency Dhélet VMLY&R encourages people to talk about domestic violence, promoting use of the Argentinian National Ministry of Health and Social Development telephone hotline where women can seek help.
Sponsored by Movistar Argentina, “Puerta” shows us a woman seemingly desperate to get into her home to escape an imminent threat. She fumbles with her house key but we soon learn that the woman is not trying to get into her home but rather escape it due to the domestic violence she's experienced there.
Directed by Ivan Vescovo, “Puerta” is part of the ongoing “It’s time to speak up” campaign.
Credits
Client Movistar Argentina/Argentinian National Ministry of Health and Social Development Agency Dhélet VMLY&R Nino Goldberg, executive creative director; Sergio Paoletta, Juani Calvo, creative directors; Lidlia Bartroli, Maria Martinez Lopez, Micaela Vergez, creative team; Luis Pompeo, head of production; Juan Maidana, producer. Production Ivan Vescovo, director; Jose Arnal, Adrian Aspani, exec producers; Nicolas Spinosa, producer. Post/Color Ladoble Luis Staffolani, post coordinator; Gustavo Macri, editor. Audio Mix Papa Post
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
