Mondelez has unveiled a major ITV festive marketing drive for its Cadbury brand, including tie-ups with a host of celebs.

Activity kicked off on Friday (14 November) with the brand taking the whole ad break during Coronation Street to screen the first of five short films directed by Bafta-winning director Toby Baker.

Featuring Fearne Cotton, Keith Lemon, Paddy McGuinness, Christine Bleakley, Phillip Schofield and Stephen Mulhern, the films would give viewers the chance to see celebs show off their “talents, tricks, games and gifting skills at the most joyful time of the year,” Mondelez said. The other films will be screened in later in November and December.

“We have partnered with ITV to do something genuinely different and authentic this Christmas,” said Cadbury marketing director Matthew Williams. “The unscripted short films represent those irrepressibly joyful moments that we all love to experience over Christmas.”

In addition to the ad break films, Cadbury has secured a sponsorship deal across ITV festive shows including the Catchphrase Christmas Special and the All Star Family Fortunes Christmas Special.

The campaign was conceived by PHD, Drum and ITV, with the short films produced by ITN Productions.

Last Christmas, Mondelez rolled out the first-ever festive TV ad campaign for Cadbury. It included a 60-second ad that featured an entire London street wrapped up in the colour purple.