It seems only yesterday Cadbury was tugging at our heartstrings with an ad featuring a cute kid who wanted to buy a Dairy Milk for her mum (it was January 2018).

Now the choc brand is at it again, with a weepie made as part of its Donate Your Words partnership with Age UK. It stars a senior citizen who’s forever chucking various toys and balls back over the fence to his neighbours’ children. One day, the kids lob a bar of CDM over the fence by way of thanks. “You don’t have to throw that one back,” they tell him. Aww.

It’s note perfect – and Cadbury is backing the sentiment with revamped packs, cash from sales, and an accompanying ad that plays up the benefits of offering more practical support. Impressive.