We see a man on a front lawn of a house, chopping wood with his hands and feet. His wife is nearby, positioning each piece of wood on a block for her spouse. A passerby wonders what’s going on. They explain that karate relieves the stress of home buying.
The passerby offers some solace in that at least they don’t have to worry about home insurance thanks to GEICO.
Harold Einstein of production house Dummy directed “Karate” for The Martin Agency, Richmond, Va.
Client GEICO Agency The Martin Agency Steve Bassett, group creative director; Neel Williams, Dave Gibson, creative directors; Mauricio Mazzariol, associate creative director; Brett Alexander, executive producer; Brian Fox, content producer; Mary Alice Williams, jr. content producer. Production Dummy Harold Einstein, director; Eric Liney, exec producer; Jay Feather, DP. Editorial Arcade Edit Dave Anderson, editor; Samuel Barden, assistant editor; Gavin Carroll, producer. Audio Post Heard City Michael Vitacco, mixer; Sasha Awn, exec producer; Andrea Lewis, producer. Postproduction/VFX The Mill LA Gregory Reese, colorist; Phil Crowe, executive creative director; Tara Demarco, Matt Fuller, VFX supervisors; Alex Bader, 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
