The making of the ad: Cadbury 'Secret Santa'

The Cadbury Christmas spot encourages everyone to become a Secret Santa this year.

The film, created by VCCP, cuts between people from every walk of life, all doing their best to deliver Cadbury chocolate, all the while hiding under behind Secret Santa mask.

Speaking to Campaign at an allotment in Walthamstow, a scene that makes it into the 60-second cinema version, Benazir Barlet-Batada, brand equity lead at Cadbury, said: "The new campaign is about giving just because, without expecting anything in return. This year we’ve gone back to our Cadbury roots, our global brand positioning, which is all about the spirit of generosity." 

Darren Bailes, executive creative director at VCCP, said: "There’s no gloss, no special effects, there is no craziness involved, because we want it to feel real and relatable. The performances were just brilliant, just great performances, nothing showy, nothing too big, keep it nice and simple."

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free