The Drum Awards Festival - Extended Deadline

-d -h -min -sec


By Amy Houston, Senior Reporter

January 8, 2024 | 4 min read

‘Yours for 200 Years’ was created by agency of record VCCP and celebrates the chocolate maker being part of British life for generations.

Over the years, Cadbury has released some of the UK’s most memorable ads, including the drumming gorilla and the intense dancing eyebrow kids. To mark its 200th birthday, the confectionery brand has reworked one of its recognizable spots.

‘Birthday’ revives the much-loved ‘Mum’s Birthday’ ad from 2018 and transports viewers through 200 years of British life, beginning with a young girl in the pre-war period buying her mum a bar of chocolate as a present. Over the 60 seconds, the girl’s surroundings subtly change as time advances, but the story remains the same.

Cadbury enlisted much of the original cast for this reworking, but with it having been five years since the first ad aired, it also used body doubles and post-production techniques to ensure continuity with the original clips.

“This is a very special moment for us. It’s not every day that you have the opportunity to celebrate a 200th anniversary! But for us, this is so much more than that – it’s celebrating 200 years of being part of the lives of the British public and recognizing that we wouldn’t be here today without them,” said Elise Burditt, senior marketing director at Cadbury.

“We want to demonstrate that the values upon which Cadbury was founded in Birmingham 200 years ago still ring true today with people and with a generous spirit at the heart of everything we do.“

To ramp up the nostalgia, a competition invited people to submit family photos where Cadbury goodies were being enjoyed and these will appear in various out-of-home (OOH) locations up and down the country.

A limited-edition range of seven Cadbury Dairy Milk bars is also being released featuring classic designs.

Chris Birch and Jonny Parker, executive creative directors at VCCP London, added: “Crikey. 200 years old. That only happens when you have the relationship with the British public that Cadbury has. This work celebrates every Christmas morning Selection Box, every school trouser pocket Curly Wurly, every drippy Flake 99, every Dairy Milk on the sofa and everyone in Britain who’s gleefully munched them down since 1824. Happy Birthday, Cadbury.”

The campaign will run throughout the UK across AV, OOH, audio, social, print and digital from today.


Executive creative directors: Jonny Parker, Chris Birch

Creative director: Angus Vine

Senior creative team: Ben Evans and Adam Sears

Group managing director: David Boscawen

Managing partner: Matt Smith

Senior account director: Tom Carr

Account director: Bella Johnston

Senior account manager: Fiona Hanna

Account manager: Maddie Jones

Account executive: Ellie Rhodes

Planning director: Ollie Gilmore

Senior planners: Alana King, Charlotte O’Brien

Content creation studio: Girl&Bear

Senior integrated producers: David Yass, Gaynor Goldring

Integrated producer: Connor Kilkelly

Senior TV producer: Carly Parris

Production assistant: Maddy Holmes

Head of broadcast affairs: Alexia Collins

Head of art: Ali Augur

Illustrators: Archie Proudfoot & Carol Lawson (CIA), Chris Wormel (The Artworks), Bruce Emmett (Flio), Vince McIndoe (Debutart)

Design director: Adam Edwards

Designers: Tegan Barnes, Carl Sherry

Artworkers: Nilesh Parmar, Lee Forster

Junior resource manager: Yasmine Moridi

Studio manager: James Perry

Assistant studio manager: Sam Weight

Post producer: Gerda Aleksandraviciute

Social editor: Gareth Jivan Philips

Read VCCP’s rules for those Cadbury ads that hit you in the feels.

Creative Creative Works Cadbury

More from Creative

View all