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7 May 2019

Treasured Moments

by Syd Briscoe

Cadbury Freddo Treasures: “The Jump” - 40s

Imagination takes centre stage in this dramatic ad for Cadbury's frog-based chocolate treat: a treasure chest of chocolate buttons with a surprise toy in each packet. The action begins in a fantastical setting, as a ship is overrun by pirates looking for their treasure.

Of course, things aren't entirely as they seem. The contrast between the two scenarios - one poignant and the other lighthearted - manages to wrong-foot the viewer in an enjoyable fashion. Unlike the brand's previous Freddo campaign, this strikes the right tone without encouraging criminal behaviour.

Creative Agency: VCCP Ⓟ Ⓦ
Creative Director: Jim Thornton
Creative: Chris Russell / Ahmed Ellabib
TV Producer: Carly Parris
Film Production: Outsider Ⓟ Ⓦ
Director: James Lees
Producer: Jon Stopp
Cinematographer: Danny Cohen
Editing: tenthree Ⓟ Ⓦ
VFX: Freefolk Ⓟ Ⓦ
VFX Shoot S'visor: Jason Watts
Colourist: Paul Harrison / Toby Tomkins @ Freefolk Ⓟ Ⓦ / Cheat
Flame: Judy Roberts
Sound Designer: Jack Hallett @ Factory Ⓟ Ⓦ

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