To showcase how little moments can make another person feel special, Cadbury Dairy Milk has launched its latest storytelling campaign – set in a forecourt convenience store.
The new campaign, “Garage”, exemplifies Cadbury’s mission to show how generosity brings us closer – or as Cadbury says, “There’s a glass half in everyone”. This can be seen through the “Generosity” Cadbury Dairy Milk brand platform, which is entering its fourth year, showing familiar places and relationships in the noise of everyday life and the little moments that can make someone’s day.
Following earlier award-winning films – Mum’s Birthday, Fence and Bus – Garage builds on the powerful storytelling formula that finds a simple way to get the message across while keeping it fresh.
The campaign tells the story of a young woman working late at night in a petrol station. We see a customer pay for petrol plus a Cadbury Dairy Milk bar that he “accidentally” leaves behind. When the girl reminds him that he has left it behind he smiles and walks away. We then hear an affectionate “love you Dad” over the PA across the petrol station, revealing their relationship to each other before he smiles at her and gets into his car. It’s a simple yet emotive, relatable film and allows people to explore a relationship that shows generosity is as strong in adults as it is in children.
“In this latest film, set in a forecourt convenience store, we have introduced lighter moments, while still retaining the authenticity from our other stories that have shown how powerful moments of generosity can be,” said Gemma Flanigan, UK&I Associate Marketing Director at Cadbury. “This fits in with the campaigns we have done for the last five years that showed different types of generous givers and how small gestures can make a difference.”
The campaign will run until across TV, cinema, BVOD and YouTube from now until 5 February. You can watch the hero film here.
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