Cadbury unveils first Twirl ad in 15 years

Cadbury's has launched a £2.8m integrated campaign for Twirl Bites, which includes the chocolate brand's first ad in 15 years.

The ad by Fallon promotes Cadbury's new bite-size Twirl Bites.

The £2.8m campaign will span TV, outdoor and in-store and kicked off yesterday (11 September) with a 40-second spot. It will be supported by a 60-second cut for cinema and 10-second spots, which will run for four weeks.

The ads were directed by French music and film director Yoann Lemoine, with production company HSI London. The creative directors on the ad included Shishir Patel and Sam Oliver. Rick Gayton was the art director and Darren Beresford was the copywriter.

The ad features work from visual effects specialists Mattes and Miniatures, which created hand crafted a bespoke "Twirly-gig" – a spinning structure made of fans, propellers and miniature toys on spinning plates, to demonstrate everyday moments, such as going to work, with an abstract twist.

Jane Furze, Cadbury's My Daily Treat marketing manager, said: "As this is our first above-the-line UK ad campaign for Twirl for 15 years, we wanted to mark the introduction of Twirl Bites with an uplifting spectacle that also illustrates the magic and creativity that consumers now expect from a Cadbury campaign."

PHD handled the media planning and buying.