Mondelez has unveiled its new Cadbury Dairy Milk ad campaign - and dropped the wackiness of the recent Joyville push for a more down-to-earth approach.

A £7.5m spend kicks off on the evening of 18 January with a humorous 60-second ad featuring a bored office worker on hold on the phone who comes to life after eating some Cadbury Dairy Milk and starts lip-syncing to the hold music.

Mondelez said the ad was designed to focus on the taste of CDM and highlight the “spontaneous feeling of joy” that came with eating it.

The ad will also showcase the new packaging design introduced late last year and featuring a new logo and illustrations of ingredients instead of pictures of the chocolate.

The new ad comes two years after Cadbury launched the Joyville campaign and its series of ads set in a fantastic fictional world of wacky characters and machines.

Describing the ad as an “evolution” of Joyville, Mondelez marketing activation director Matthew Williams said it would make the product the focus. “While much of the Joyville activity worked well, it didn’t always bring the product to life.”

He said Cadbury was likely to roll out more wacky advertising in future, but said it might not feature the Joyville characters.

Created by Fallon London, the ad will also screen in a 90-second version in cinemas, and a 30-second cut.

In the past year, sales of the CDM brand have soared 14.1% year on year to £505.6m [Nielsen 52w/e 18 October 2013].