Cadbury's enthusiasm for childhood altruism remains strong in its new campaign for Dairy Milk Fingers.
A 40-second TV spot sees a young boy raiding the kitchen cupboard at home for some Fingers so he can take them to school. We soon realise that it's because he wants to share the treats with his friend in the playground.
The work is consistent with Cadbury's messaging since appointing VCCP in 2017: showing the genorosity of children. VCCP debuted this idea with "Mum's birthday" in January 2018, followed by "Secret Santa" in November.