"Memory"

7 January 2025

60s

Fragile memories.

This touching film for Cadbury is part of a poignant body of work created by VCCP for the chocolate confectionery company which deserves praise for its campaigning nature as well as for its immediate impact. Director Steve Rogers makes the most of an excellent script by maximising its emotionality, and, in just sixty seconds, manages to capture the difficulty of managing a relationship with a parent whose mind is succumbing to Alzheimer's Disease.

The interaction that brings home the extent of the cognitive loss is an absolute gut punch that catches you out even though you can feel it coming... a quality that ensures it will affect viewers each time they see it.

It feels trivial to point out that it also manages to place Cadbury at the centre of the drama, but it does, and in a manner that doesn't detract from its important message. Importantly, this reduces any sense that the brand is being opportunistic.

This campaign has quietly become one of the best in the UK (and the other territories where it runs) and each new instalment is essential viewing.

UK

Chocolate