Welcome to the Campaign Creativity bulletin, bringing you the best in commercial creativity over the past week.

Since Cadbury’s “Gorilla” in 2007 – voted the nation’s favourite ad – the chocolate brand has struggled to find its sweet spot in marketing. So when VCCP won the business last year it decided to take a different approach, avoiding the special effects and plastic world typical of most chocolate advertising. 

“We wanted to touch people and be genuinely moving, so that it’s the kind of brand you feel warm about again,” said Darren Bailes, VCCP’s executive creative director.

The agency’s brief was to take the brand back to its roots and “put it back at the heart of the nation”. Last month Campaign visited Glasgow, where VCCP shot Cadbury’s new ad during the coldest week of the year, and talked to Bailes and the brand’s marketing director about their strategy.

Also in this bulletin: Academy Films’ Simon Cooper wonders whether UK creative advertising is doomed, and TMW Unlimited’s Graeme Noble has advice for when creative work is too often dull, meaningless or both.
-Brittaney Kiefer, creativity editor, Campaign

Cadbury's new ad
Behind the scenes on VCCP's new Cadbury campaign

Simon Gwynn & Georgina Brazier

Behind the scenes on VCCP's new Cadbury campaign
Cadbury aims to revive founding spirit of generosity in debut campaign from VCCP

The year ahead for production: it's time to restore the UK's creative reputation
When creatives get stranded on the rickety bridge of doom

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