There’s a Glass and a Half in Everyone this Easter in new Cadbury Dairy Milk campaign via Ogilvy
Cadbury has released an emotive new Easter brand campaign via Ogilvy Melbourne which continues to shine a light on people who surprise others with little acts of kindness that bring them closer together.
The new TVC, directed by Mitch Kennedy from The Producers, tells the story of a boy, sneaking out very early in the morning to the Easter egg hunt before anyone else in the house wakes up. He finds a generous Cadbury Dairy Milk Easter egg in the garden, high up in a tree, and tries everything he can to get his hands on it. His mum and twin sister are pleasantly surprised when they discover the young boy has managed to get the big egg, not for himself, but for his little sister who has a broken leg and can’t go outside Easter egg hunting.
It’s signed off with Cadbury’s ‘There’s a Glass and a Half in Everyone’ line, a reference to the brand’s historical recipe and the fact that there is kindness in every individual.
Says Anthony Ho, Equity Director, Mondelez: “In these trying times, Cadbury believes that now more than ever, there is a glass and a half of generosity and goodness in everyone. Our new film continues our drive to tell simple stories about generosity and human connection. Cadbury Dairy Milk’s Easter eggs have brought enjoyment to Australians for generations, and Easter is a time to continue to come together and look out for one another.”
In addition to the TVC work, the wider Easter campaign will include digital, social, a live 360 egg hunt on facebook, PR and POS.
Says David Ponce de Leon, executive creative director at Ogilvy Melbourne: “In a world that can seem a little bleak right now, the generous acts are still happening every day. And with many families forced into our homes, Easter is still a time we should look forward to. The new Cadbury Dairy Milk campaign is a celebration of the little moments that connect us. A very real, down to earth Australian story we are certain will resonate with consumers this Easter.”
Agency: Ogilvy, Melbourne
David Ponce de Leon – Executive Creative Director
Josh Murrell – Creative Director
Sharon Condy – Creative Director
Huei Yin Wong – Senior Art Director
Jack Railton-Woodcock – Senior Copywriter
Virginia Pracht – Head of Strategy
Danielle Chapman – Managing Partner, Client Lead
Bianca Kerr – Senior Account Director
Stacey Wacker – Account Manager
Alana Teasdale – Senior Broadcast and Content Producer
Production Company: The Producers
Director: Mitch Kennedy
Producer: Tanya Spencer
DOP: Kieran Fowler
Post Production: Manimal Post
Post Producers: Kate Reynolds/Hannah Byrnand
Editor: Simon Njoo
Online Editor: Ryan Brett
Colourist: Edel Rafferty
Post Production – Animation: Cadre Pictures
Cadre Producer: Steve Kerswell
Media – Wavemaker
Paul Chatfield – Director Marketing Chocolate, Mondelez International
Anthony Ho – Brand Equity Director, Mondelez International
Melanie Yates – Senior Marketing Manager, Mondelez International
Meaghan Brodie – Senior Brand Manager, Mondelez International
37 Comments
Did they forget to add the background music?
I’d seen the 30 second version on tele and it made absolutely no sense. Turns out the longer one makes sense, but is so painfully slow and dull you almost prefer the nonsensical 30 second version.
Where’d the bunny go? I thought that was Cadbury’s thing. I get the story but at the same time it feels confusing. Lacks the simple idea of the over the fence ad they did last year.
I can kind of get the idea, especially because you’ve typed it out for me. But I do have a couple of questions.
What happened to all the other eggs in the yard?
Why does the kid look like he’s trying to smash the egg with the bat piñata style?
Why is there no music?
Three answers.
1. Who cares. They are probably still sitting there. Does it matter for the narrative? No. It’s the same as asking why they are in bunk beds. It’s irrelevant.
2. He doesn’t. If you’ve ever been a kid, teen, adult with a ball, frisbee, whatever stuck in a tree, this is one way you try to get it down. Everyone, bar you, knows this. No one throws a bat at a piñata like that. That’s ridiculous.
3. Because the team producing this commercial obviously felt the emotional engagement was greater without music. Some on this site disagree. They weren’t in the suite watching this with and without music. I’d guess the people who made this, were, tried that, and liked it better like this.
One question.
Can you please stop posting?
Is 50% of everything.
What’s with the execution?
Soooo slooooow and booooring.
It’s like Easter, but with the fun sucked out.
This came on TV last night.
Husband: What the fuck Cadbury? People are dying.
Lol
I saw this on air and I fell asleep ten seconds in.
Will this 70 second edit of the ad be seen by anyone outside of the ad industry?
I’ve seen the cutdown on TV and it doesn’t make sense. This is a Vimeo link and I cant see it posted on Cadbury’s social media.
So will Australia only see the confusing cutdown?
“In a world that can seem a little bleak right now, the generous acts are still happening every day. And with many families forced into our homes, Easter is still a time we should look forward to.”
If Cadbury really gave a shit about generous acts then they should try paying more than £271,000 in tax when they had £1.7billion sales in the UK last year.
Shameful
What is going on exactly!?!
Yes it matters there are no other eggs. It’s the first of many confusing things about this spot. More eggs make it look like Easter. So of course it matters for the narrative, evident by the fact everyone is confused.
As for the bat, the bigger question is who puts an Easter egg 10 metres up a tree. Again, it’s weird. One egg high up a tree?? Also how does the egg just fall down?
The ad needed music. Clearly. Because it lacks emotion.
There were lots of decisions made here that were wrong. How could you possibly make an ad for chocolate so incomprehensible.
Can you please stop defending valid criticism?
Are you seriously this stupid? ‘More eggs make it look like Easter.’ It is easter. It’s an ‘easter’ egg hunt.
As for the bat. No. The bigger question is not how did it fall. The big question is how you could confuse throwing a bat at the easter egg to dislodge it from the tree with whacking a piñata.
You don’t know music would have added emotion. We all have plenty of emotion in our lives without a soundtrack. You are making assumptions you know more than David and the team. Based on your postings this is clearly not the case.
Yikes. Maybe it’s an ad and we don’t need it to be a mathematical equation.
Understand the importance of constructive criticism, but this ad made enough sense to me, mate.
It definitely would have been better with music.
See, here’s the add they copied, it had music and it’s a hell of a lot better.
https://www.youtube.com/watch?v=QIl69I5_Wjo
I wonder if these agencies let their clients know when they copy a John Lewis Christmas ad.
Ogilvy is like a roller coaster. One day they produce something cool like the Michelin thing and the next they produce this… What’s going on?
Same people that did the Cadbury Symbol for All I see…
Lol. Bit of a stretch mate.
Now back under your bridge.
Copied?
Not really
The same bunch of negative, poisonous people trying to put other people down. What’s new?
Yeah nah, the first thing I thought when I saw this was John Lewis. Credit list definitely needs updating.
Yesterday I commented on two CB articles. This one and the Optus one. (Normally not a big CB commentator but I’m stuck at home and bored)
I don’t know why people feel attacked when their work receives criticism.
If it’s good work it gets praise (90% of the time, there’s still some wankers)
If it’s poor work it gets questions asked of it, or negative comments.
This piece is so obviously trying to tug at heart strings like the John Lewis and Cadbury milk bar ads but it misses the mark awfully. Even if you work at Ogilvy you must know that?
Anyway my point is it’s not just people attacking Ogilvy work. It’s people attacking bad work.
This ad is crap but John Lewis is a bad pull.
Yeah, but Ogilvy do produce an awful lot of average work don’t they.
This looks like the sort of ad, in my opinion, that was made primarily for cinema based on the emphasis put on accentuating every little sound and movement. My bet is Ogilvy has spent the better part of a year coming up with the idea, putting it together, filming it, editing it, etc. and then when they probably had it 99% done Corona hits, cinemas shut and the 70s version basically becomes redundant. Can see why they didn’t use music, but it probably would have helped, especially as they cut it down to shorter formats.
This is really boring and dull. What’s with the cheap sound and boring edit??
The footage looks good but.
I reckon you may be a little off the mark there Cal.
Personally I think it went a little more like; client wants big anthemic 30sec ad for Easter. Ogilvy give it their best shot. Create something that lacks emotion, narrative and general interest and doesn’t work in 30secs. PR the 70sec version (that cant be bought in media inc cinema). In fairness to Ogilvy it all went wrong when they were briefed on a big ad for Easter that has to work in 30secs. That’s the moment it could have been saved. But it wasn’t.
I used to work on the account team for Cadbury at Ogilvy and I can confirm this thing was already in the making in early 2019. So Corona has absolutely nothing to do with the execution of this one.
Only good stuff coming out of Ogilvy Melbs are the AAMI stuff (according to Cannes too). Lenna is a f-ing legend!
Much prefer this longer edit – I think a few sparse tinkering piano keys might have helped it along.
Mondelez wouldn’t know what creativity is if it slapped them in the face. It’s not entirely Ogilvy’s fault. Difficult, unoriginal clients who quite simply just do not get it
The best part of this ad is that Cadbury doesn’t make that Egg if you look at their Easter products
So the false advertising says glass and a half in every block, yet the fine print says 200gram block. Now they have reduced the size of block to 180grams it is false advertising!
Until i came across this website I just assumed that some semiliterate copy writer had misused “everyone” instead of “every one”!! Too clever by half.
Stupid ad why is the egg in the tree why does the kid with the broken leg get it doesn’t the Easter bunny come to kids with broken legs and the mother is a simpering idiot terrible
I was extremely disappointed after emailing the company to find the egg in question (which I estimated to be about 1kg) is not for sale. Apparently it’s just a “prop”. I bet that little girl was very disappointed to find nothing but cardboard under that glorious wrapping. You’ve let me down guys.