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Editor's Pick. Cadbury's "Charity Shop" ad

Client: Cadbury's

Agency: Fallon

Glass and a Half Full Productions has launched the latest addition to the Cadbury Dairy Milk legacy, jumping into the world of dance with a new £6.2m campaign.

Hot on the heels of previous hits The Gorilla, Trucks, Chocolate Charmer, Fish and Eyebrows, Cadbury Dairy Milk ‘Charity Shop’ launched on UK television screens on May 6.

In ‘Charity Shop’, the magic begins as the lights come up, the music starts and one by one the well-worn, well-loved clothes come to life before your eyes against the familiar backdrop of this quintessential British institution.

As the individual clothes fall from the rails, rise from the floor and burst from cupboards the once lifeless Charity Shop is transformed into a dancing extravaganza as the characters come to life and show off their moves. 

The ad is set to the infectious 80s soundtrack of Jermaine Stewart’s ‘You Don’t Have To Take Your Clothes Off’.

Created by Fallon and directed by Mega Force, the ad launched with a 60 second version on May 6. The campaign includes digital, events and PR activity alongside the TV ad. The integrated campaign has been developed with agencies Fallon, PrettyGreen, PHD and Hyper.

Julie Reynolds, marketing manager for Cadbury Dairy Milk comments, “For us Cadbury Dairy Milk is about creating moments of joy that make people smile. We believe this production is another great way of doing just that’
This summer the innovative and, most importantly, fun campaign is set to get Britain dancing.

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