Graham, the dancing passport control officer, is back on TV this month with a new burst of advertising for Cadbury Dairy Milk LU and Ritz.
The 20-second commercial, created by Manu Diaz and Gonza Delgado at Fallon, and directed by David Wilson, is centred around bringing a spontaneous moment of joy to the afternoon break and reflects Cadbury’s belief that the taste of Cadbury Dairy Milk can trigger irrepressible joy, whether at work or otherwise.
The advert centres around Graham, a passport control officer who is sitting bored and alone in his booth waiting for passengers to arrive when he reaches for an afternoon treat.
As he begins to eat his Cadbury Dairy Milk Ritz, it releases an instantaneous reaction and Graham cannot help himself from getting up and exuberantly dancing around the airport in his Cadbury purple shoes – to the amazement and amusement of bystanders.
The ad is part of a £7.5 million UK marketing investment in 2014, including PR, digital and sampling activity.
Cadbury Dairy Milk Lu and Cadbury Dairy Milk Ritz have seen success since their launch earlier this year, with high repeat rates at 33 per cent – and they are ranked the second and third highest selling single-eat products of 2014 so far.
Matthew Williams, Marketing Director at Cadbury, said:
“The campaign really demonstrates the spontaneous joy a bar of Cadbury Dairy Milk Ritz or LU can bring to your afternoon, which we’ve brought to life through the new TV advert.
“Everyone relates to the feeling of that afternoon slump at work, and sometimes only the great taste of Cadbury Dairy Milk Ritz or LU can help.”
Santiago Lucero, Executive Creative Director at Fallon, said: “Cadbury is all about bringing moments of joy to people.
“We wanted to remind everyone to have a moment to enjoy their Cadbury chocolate, put on their dancing shoes, and have a good time.”
