Mondelez is kicking off its festive marketing push for Cadbury tomorrow (7 November) with an ad showing the creation of a giant real-life advent calendar made from 24 trucks.
The 60-second advert – created by Fallon London and set to the Thunderbirds theme tune – shows preparations under way at the Cadbury warehouse where workers and decorated forklifts load up the purple vehicles with festive treats such as huge Christmas crackers.
Each truck represents a different door of an advent calendar, and the vehicles will be sent to locations across the UK and Ireland throughout next month to deliver real-life surprises. From 5 December, Mondelez will be running 20-second spots on TV, VOD and online showing consumers’ reactions when the trucks arrive at their destinations.
“Through this ad, we wanted to capture the huge anticipation felt by consumers during the Christmas Countdown,” said Mondelez marketing manager Claire Low. “Cadbury has a well-loved place in family homes during the festive period, and has been bringing joy to the countdown with its advent calendars for more than 50 years. Inspired by this, we have created the ultimate advent calendar to deliver joy in a way that only Cadbury can this Christmas.”
The £10m campaign will be supported by creative and marketing agencies including; Golin, Elvis, PHD, Drum and RPM, with activation across social media, PR, digital, radio, experiential and in-store.
The first dedicated Chrtistmas ad for Cadbury was run in 2013, when the brand wrapped a London street in purple Cadbury wrapping paper.