James Corden 'frees the joy' in Cadbury campaign

Cadbury has released an online film of actor James Corden lip-syncing to an Estelle track as part of its 'Free The Joy' campaign.

The video, which is being hosted on YouTube, shows Corden walking down the street, listening to the radio and feeling a bit harassed. When Estelle’s song ‘Free’ kicks in, Corden perks up and mimes the words while dancing.

When the song abruptly ends, Corden walks away as the screen turns purple and the hashtag #freethejoy appears.

Gravity Road was behind the campaign. Mark Boyd was the creative director on the film, which was directed by Ben Winston through Fullwell73. Winston recently directed One Direction’s ‘Best Song Ever’ music video.

Kate Wall, the brand manager for Cadbury’s Dairy Milk, said: "Our glass and a half of chocolate unleashes spontaneous moments of joy. James’ performance is the absolute embodiment of this and has helped extend our current lip-synching campaign giving another proving point.

"We’ve combined two national treasures, Cadbury Dairy Milk and James Corden, and created a film which you can’t help but feel joyful watching."

Cadbury launched its 'Free The Joy' campaign in January with a TV ad, created by Fallon, called "Keith".

Gravity Road helped create the short film ‘Room 8’ for Bombay Sapphire that won a Bafta on Sunday evening.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published