Previous Cadbury ‘glass and a half in everyone’ ads have referenced dementia and loneliness. Downer! This new one, on the subject of homesickness, of course features the same melty warm centre as its predecessors.

It stars Ellie, a young Brit apparently settling into a new home in Kuala Lumpur. We listen in as she leaves a voicemail for little sister Lola, who has sent her a gift. “Thank you for my chocolate, but don’t be spending your pocket money on me.”

A good performance from the actor playing Ellie sells it (her “miss you” is heartfelt) – but the chocolatey salve comes with a cute twist: Lola has clearly helped herself to a few chunks, cheekily sealing the pack with a little alien sticker.

It’s a nice, subtle way to play up Cadbury’s British heritage… but it’s mostly just cute.

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