Cadbury is releasing fresh work for its new Dairy Milk Freddo Treasures after a mis-step with its launch campaign earlier this year.
The latest seven-week campaign, by VCCP, has a spend of £6m and includes debut TV advertising for the product that will first air during ITV's Britain’s Got Talent tomorrow night (Saturday).
"The jump" shows a sailing ship’s captain and his son making sure that pirates don’t capture their treasure chest. After they jump into the ocean, they land as a modern-day father and son in a playground as the chest becomes a pack of Freddo Treasures.
Notably, in the final shot, the endline "Treasure every adventure" appears alongside the logo for Be Treatwise, the cross-industry consumer advice resource on chocolate and confectionery. Cadbury claims to be the first company to use the logo in its advertising.
The work was written by Chris Russell, art directed by Ahmed Ellabib and directed by James Lees through Outsider.
Jim Thornton, deputy executive creative director at VCCP, said: "In my humble opinion, the very, very best advertising tells either a really good story, or a really good joke, in under 60 seconds. And this little gem is up there with the very best I've ever been involved in."
Media was handled by Carat and PR by Golin. Digital and outdoor actvity will play on the concept of "big-hearted adventures".
Philip Warfield, senior brand manager for Cadbury Dairy Milk Freddo, said: "We hope the new launch will inspire parents to say yes to more big-hearted adventures with their families."
VCCP’s first campaign for Freddo Treasures had a treasure-hunt theme and had to be amended by Cadbury after 30 complaints that it irresponsibly encouraged families to dig for treasure near historic sites, angering archaeologists.