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Cadbury – Families Reunited | Episode 1: Biker Dad

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An easy shorthand, we find, for the difference between branded content and conventional commercials is that a commercial is something you're 'forced' to watch whilst checking out a show you're keen on, whereas content is something you choose to.

It's telling, therefore, that during this slickly-produced web series for Cadbury Heroes, we found ourselves expecting ad breaks to pepper the content, such was it's authentic, TV show construction.

With Families ReunitedVCCP have taken a Cadbury-researched insight: that over half (55%) of families feel disconnected with their children as they reach teenage years; and used it as a springboard into the kind of heartwarming documentary series that fills TV screens on weekday evenings.

Cleverly drafting in the purveyors of said shows - the series director, David Symmons, and producer of BAFTA-winning First Dates both helping with its construction - the result is an engaging and entertaining watch that not-so-much apes its parent TV genre, but feels like an legitimate addition to it.

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