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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
