Cadbury is backing its Double Decker brand with its first ad campaign for ten years.
Euro RSCG Wnek Gosper is attempting to put the chocolate bar back on the map with a series of executions featuring Charlie Chuck, the comic character who regularly appeared in the Reeves and Mortimer TV series.
The campaign shows Chuck sitting on a double-decker bus spinning a range of shaggy-dog stories. His hard-to-follow stories about the Double Decker bar prompt the line: 'Are you missing something on top?'
Euro RSCG has developed a campaign comprising a 40-second and four ten-second ads. It will break on 12 February and run for two weeks. Three of the ten-second ads can only be viewed on the Cadbury website, and will form part of an online campaign created by Euro RSCG Interaction.
Brett Gosper, the chief executive of Euro RSCG, said: 'The brand is a perennial classic and we are delighted to have the chance of getting it back into the public consciousness.'
The ads were written by Simon Haynes and art directed by Paul Copeland.
They were directed by Ben Bannister through Eyeland Productions. Carat is handling media planning and buying.