by Jason Stone
Because director cuts are often baggier than Dolce & Gabbana's warehouse, it's easy to think that they cannot achieve great things in just fifteen seconds, but as this splendid TVC for Cadbury reminds us... they absolutely can. In its short run time, this Jeff Low-helmed film manages to remind the audience that the confectionery company runs an annual competition involving crème eggs, and if you find one of the distinctive items, you must keep it rather than eat it.
The performances are perfect as the young woman holding the winning egg receives unsolicited advice from her colleague Jean, standing nearby as though she has a vested interest in what happens next. It's a masterclass of understatement, even though it's also heavily stylised, and – most importantly – it really does its job of reminding everyone about this competition, and the seasonal availability of this confectionery.
Product Category: Chocolate