"How do you eat yours?"

15 February 2024

30s

Going her own way.

It's been twenty years since Cadbury last used the 'how do you eat yours?' conceit for Creme Eggs, and VCCP have made it a very welcome return with a superb 30" commercial directed by duo Terri Timely. Heather, played by Sarah Middleton, likes to do things her own way, and in a series of beautifully-imagined vignettes, we see her doing exactly that. There are so many superb details in this that it rewards multiple viewings as Heather charmingly rampages her way through life.

Terri Timely have coaxed a perfect performance from Middleton, and the other performers deliver fine cameos. Every part of the execution has been thought through... note the way 'Heather' is framed identically throughout so your eyes never leave her, and you catch every moment of her nonsense.

The vignettes only occupy twenty-four seconds as the last part of the ad directs us towards a website where we can find out more about our own relationship with Creme Eggs, and the directors have made the most of this limitation by making sure every moment counts.

In a week when we've seen a lot of the Super Bowl ads have been so bloated that they're constipated, it's fantastic to see a beautifully crafted 30" spot that puts most of them in the shade.

UK

Chocolate