McVitie's 'special' by Publicis London

It tells the story of an ordinary-looking biscuit that, when broken in half, is hiding a chocolate centre.

The ad ends with the line: "Special on the inside."

The spot was written and art directed by Gregor Findlay and Kevin Colquhoun. It was illustrated by Paul Davis, and directed by Dom del Torto through 7 Minute Rose.