"Homesick"

15 January 2026

60s

The sweetest gift.

Believe it or not, it's nine years since Cadbury appointed VCCP to create their advertising. Over that time, the agency has attached a powerful emotionality to the brand, and they are now able to draw on it at will. This latest offering, directed by Steve Rogers, takes advantage of this legacy by allowing the story to unfold at a beautiful pace, and, by doing so, strengthens the emotional bond.

The central performance is so sweet. Actors who appear in ads are often hopeful of success in film and TV and when that's achieved they may hope to expunge participation in the sordid world of advertising from their CVs. But DAVID would venture to suggest that the young performer in this ad will remain forever proud of this, no matter how stellar how career projection... and rightly so.

Some of its little details are lovely - especially the way we can see that the chocolate bar has already been opened. The sisters are sharing the bar, and that is such a beautiful conceit, and all the more so for being a detail that could be missed. It rewards the viewer for noticing, and this faith in the audience is very shrewd, and massively adds to the power of the communication. Well done to whoever won the argument for keeping it subtle.

UK

Chocolate