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By Hannah Bowler, Senior reporter

January 9, 2023 | 3 min read

Dairy Milk tugs at heartstrings in the latest installment from its ‘Generosity’ brand platform.

Cadbury Dairy Milk and VCCP have released a heartwarming film about a father’s simple act of kindness to his daughter.

‘Garage’ tells the story of a young woman working nights at a local petrol station who is serving a customer buying fuel and a Cadbury Diary Milk bar. The customer accidentally leaves the chocolate behind and when the girl reminds him, he gestures that it’s a gift for her. The final shot sees the girl say over the PA, “Love you, Dad.”

Cadbury’s strapline ‘Glass and a half in everyone’ is shown on the screen, which the brand explains as a nod to how people’s generosity can be seen in small moments.

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The minute-long ad follows famed Cadbury’s spots ‘Mum’s Birthday’, ‘Fence’ and ‘Bus’, which form part of its four-year-old ’Generosity’ brand platform.

Gemma Flanigan, the UK & Ireland associate marketing director at Cadbury, said of the latest film: ”[It] 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 hero film will have a two-week run and then be supported by 30-second and 20-second cut-downs seen till February 5 on TV, cinema, BVOD and YouTube. Publicis handled the media plan for the campaign.

‘Garage’ was directed by Steve Rogers, who is behind a number of Uber Eats and Old Spice campaigns.


Senior global marketing director: Jonathan McCarthy

Senior global brand manager: Markéta Kristlova

UK associate marketing director: Gemma Flanigan

Advertising agency: VCCP

London executive directors: Chris Birch, Jonathan Parker

Creative team: Simon Connor, Steve Cross

Head of account management: Gemma Findlay

Senior account director: Anna Fotheringham

Senior account manager: Katie Westwater

Chief strategy officer: Clare Hutchinson

Planning director: Alana King

Head of TV: Olly Calverley

TV producers: Rosie Good, Charlie Hodges

Production company: Somesuch & Co

Director: Steve Rogers

Managing director: Chris Watling

Producer: Tom Gardner

Edit house: The Quarry

Editor: Jonnie Scarlett

Post house: Freefolk

Post producer: Charles Gillett

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