Cadbury teams with ITV to spread Christmas joy in celeb-filled campaign

Aiming to show the tricks, games and gifting skills of the six celebs in a way that will promote sharing, the ads will also air on the ITV Player and be promoted through Cadbury’s own channels with the aim to drive extra content.

Matthew Williams, marketing director at Cadbury, said: “We have partnered with ITV to do something genuinely different and authentic this Christmas. These unscripted short films really represent those irrepressibly joyful moments that we all love to experience over Christmas and, most importantly, share with our friends and families.”

PHD, Drum and ITV conceived the idea for the films, which were produced by ITN Productions and directed by Toby Baker, who also directs Celebrity Juice.

The tie-in with ITV will also see Cadbury’s sponsor Christmas programming on the channel, including Catchphrase Christmas Special and the All Star Family Fortunes Christmas Special.

Said Simon Daglish, group commercial sales director at ITV: “Cadbury are the perfect fit for this exciting and unique partnership with ITV to unwrap joy across the festive period. The innovative activity is a great example of how ITV can work closely with advertisers and talent across a number of platforms to deliver a highly dynamic and unique campaign.”

The series of films and content continue the ‘Unwrap Joy’ campaign for Cadbury.

Williams spoke more to The Drum about the campaign, what it hopes to achieve and more in an interview.