Cadbury "The jump" by VCCP

Cadbury's campaign for Dairy Milk Freddo Treasures features a father and son caught in a daring adventure on the high seas.

When they try to escape a pirate ship with a treasure chest, the dad desperately jumps off the side of the boat. Then it becomes clear what is really going on: father and son are playing make-believe in the park and the true treasure is the chocolate treats.

This campaign also features the "Be Treatwise" logo and is the first time Cadbury has used the responsible eating message in its advertising. "Be Treatwise" originally appeared on Cadbury packaging in 2006 and relaunched last year as an industry initiative alongside Mars and Ferrero.

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