The ad begins with an ostrich walking purposefully through a stack of wooden crates. It then becomes apparent that he is in the cargo hold of an airplane; the cargo door gradually opens and the ostrich takes a leap into the air like a sky diver, with the song "I gotta be me" by Sammy Davis Jr coming to a crescendo.
The ostrich gleefully flies through the sky into the sunset, before pulling the ripchord to his Cadbury-branded parachute at the last minute, with the strapline 'A glass and a half full of joy' appearing beneath.
Saatchi & Saatchi Johannesburg’s executive creative director, Adam Wittert, said: "The brief was to make people feel the same joy they experience when they eat Cadbury Dairy Milk, so we came up with the idea of using an ostrich and thought that an ostrich, being a bird, would find the ultimate joy in flying, so our ostrich goes sky diving."
The spot continues Cadbury's 'Glass and a Half Full Productions' concept, which began with Fallon's Dairy Milk TV ad 'Gorilla' in the UK in 2007.
Saatchi & Saatchi Johannesburg managing director, Grant Meldrum, said that the Johannesburg office worked closely with Saatchi & Saatchi Fallon in the UK: "This ensured that we produced a TV commercial that would have global appeal and, at the same time, underpinned the possibilities of achieving pure joy and remained true to the brand's proposition."