Cadbury Dairy Milk 'first taste, first love' by Publicis

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Tugging at the heart strings with a love story spanning 30 years, the campaign is serenaded by the Dusty Springfield classic 'Take Another Little Piece of My Heart'. The first sequence, shot with a 1970s feel, opens on a school bus. A teenage schoolboy reaches out to a pretty girl in front of him and instantly brings a shy smile to her face by sharing some of his Cadbury Dairy Milk. As she eats it she falls in love for the first time. The following scenes cut from the young couple's first date to their wedding day and a family photography session with their new baby. This morphs into the same shot some years later with the baby now a teenage boy. The scene is brought up to date as the son re-enacts the moment his parents fell in love, offering a girl on a bus a little piece of his Cadbury Dairy Milk. His father, sitting in the row behind, knowingly tugs his son's ear.

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Released: 16 March 2006

Credits

Project
First taste, first love
Client
Cadbury UK
Brief
Capture the emotional bond that consumers experience when they first taste Cadbury's Dairy Milk
Creative agency
Publicis UK 
Copywriter
Roger Rex
Art director
Roger Sealey
Planner (creative agency)
John Clark
Media agency
Starcom
Director
Joe Roman
Production company
Knucklehead
Editor
Tim Thornton-Allan at Marshall Street Editors
Post-production
MPC
Audio post-production
Grand Central
Exposure
National

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