Cadbury and VCCP London have teamed to create “distracted” ads, including this one titled “Mum,” with the source of the distraction being the newly created Cadbury Dairy Milk &More bar–which comes in two flavors, Nutty Praline Crisp and Caramel Nut Crunch.

The idea behind the campaign is to celebrate the bar’s depth by showcasing the distracting power of the &More bar’s fillings, proudly celebrating that “there’s a lot to take in.”

In this spot a woman has locked herself out of the house in the pouring rain. She yells for her mom to let her in–but there’s no response. She calls “mum” on the phone–no answer. The daughter finally goes around to the back of the house, and looks inside through the window to find mom transfixed on the filling in a Caramel Nut Crunch bar.

Tom Speers of production house SMUGGLER directed both commercials in the campaign, including “Mum.”

Credits

Client Cadbury Agency VCCP London Chris Birch, Jonny Parker, executive creative directors; Laura Muse, creative director; Haley Koehn, Louise Organ, sr. creative team; Ali Augur, head of art; David Vass, sr. agency producer; Adam Edwards, design director; Charl Sherry, designer. Production Company SMUGGLER Tom Speers, director; Fergus Brown, managing director; Lucy Kelly, exec producer; Claire Jones, producer; Nick Morris, DP; Adam Evans, production manager; James Sharpe, 1st AD; Lucie Red, production designer; Terry Palamara, art director;  Rupert Bowkett, location manager; Michelle May, wardrobe stylist; Eve Coles, hair & makeup stylist. Editorial The Assembly Rooms Eve Ashwell, Edward Cooper, editors; Phoebe Armstrong Beaver, sr. edit producer. Postproduction Black Kite Tom Mangham, colorist; Phil Whalley, post producer; Mark Stannard, VFX lead. Audio Post 750mph Sam Ashwell, sound designer & engineer; Olivia Ray, head of production; Aishah Amodu, sr. audio producer. Food Photography Aaron Tilley, food photographer.

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