Cadbury’s first-ever Christmas ad focuses on one of the big day’s simple pleasures, and links neatly with the brand’s Joyville push.

Morning dawns over a purple-wrapped residential street. The paper flutters gently in the breeze: a pre-storm calm. Soon, the street is awake, and its children are violently shredding the paper. Their delight recalls the joy of piercing the purple foil on Dairy Milk bars (a distant memory now), and the crescendo concludes with two lads throwing themselves happily into a choc-snowman.

There’s no real snow, of course. The kiddies would freeze, and it never snows at Christmas anyway. This results in a rather forlorn colour palette, but when you’ve got this much chocolate, who cares?