Cadbury Heroes brings families closer with a wholesome YouTube series.
Episode one follows a dad as he undergoes a secret crash course in biking in an effort to reconnect with his son Jaidon. Filmed over four weeks, the inexperienced dad trains with BMX pro Matti Hemmings before showcasing his newly-honed skills in front of his son at a stunt display.
The series accompanies research by the brand that found more than half (55%) of parents feel disconnected from their children as they become teenagers, with mums and dads struggling to keep up with the interests of their kids. Cadbury encouraged parents to reconnect with their teens by learning their hobbies, and episode two will focus on a truck-driving mum learning to figure skate like her eldest son.
The work was created by Adam Sears and Ben Evans, and directed by David Symmons through Curate Films.