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Cadbury – Cupboard Raider

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A little boy nearly gets caught with his hand in the cookie jar in this new campaign for Cadbury's Fingers - but it's all for a good cause.

Created by VCCP London as part of the new Cadburyness Baked In platform, the spot opens on a young lad perched on tip-toe at the kitchen cupboard, helping himself to a couple of Fingers. Later, we see him sharing his biscuits with a new boy at school, creating a small moment of connection through kindness. 

Sensitively directed by Sara Dunlop through Rattling Stick, it's a sweet and simple ad that avoids over-baking the message.

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