Cadbury has continued its excellent campaign to highlight loneliness among the elderly, unveiling a new TVC that deals with a difficult subject in a wholly human way.
As reported on B&T last week, the confectioner in the UK has removed all the words from its Dairy Milk wrappers – save the famous glass and a half of milk – to draw attention to the fact that some 255,000 elderly Britons can go a whole week without speaking to anyone. Cadbury will also donate 55 cents for every bar sold to the charity Age UK.
The new TVC, by creative agency VCCP, sees an elderly man tending his garden throughout the seasons and being bombarded by that age-old menace – kid’s toys and balls flying over the fence from next door.
It’s a beautifully shot spot with a touching finale. Check it out below:
Darren Bailes, ECD at VCCP said of the spot: “The new Cadbury film tells the story of an older man, living alone, next door to a house full of children. Despite his annoyance, he is generous enough to throw every plane, ball, and toy soldier that come over the fence, back where they belong.
“Until finally something lands in his garden that doesn’t need returning. A bar of Cadbury Dairy Milk sent over by the grateful kids next door A small gesture proving there’s a glass and a half in everyone.”
Laurie Boult, fundraising director at Age UK, said: “We’re proud to be working with Cadbury Dairy Milk on this campaign, raising vital funds to help support Age UK’s work, nationally and locally to tackle loneliness and isolation amongst older people.
“We hope that the public really get behind the campaign, whether by simply buying a limited edition bar of Cadbury Dairy Milk or pledging to donate their words to help an older person – saying a friendly hello when they’re out and about, speaking to a neighbour, calling an older relative for a chat, or talking to Age UK about how they can help.”