{"id":252911,"date":"2025-05-23T00:51:36","date_gmt":"2025-05-23T00:51:36","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/cadbury-rejects-ai-for-real-oozing-chocolate-in-new-vccp-global-campaign\/"},"modified":"2025-05-23T00:51:36","modified_gmt":"2025-05-23T00:51:36","slug":"cadbury-rejects-ai-for-real-oozing-chocolate-in-new-vccp-global-campaign","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=252911","title":{"rendered":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>A chunk of Cadbury\u2019s Dairy Milk, filmed melting in slow motion, is the start and finish point for an entire global campaign by VCCP.<\/p>\n<p>The simple idea, spearheaded by a 15-second TV spot, is even translated across media. There\u2019s an extended 40-second version playing out in Piccadilly Circus, an \u201cimmersive 3D soundscape\u201d running across Spotify and Global Radio, and personalised sponsored content in the <em>Off Menu<\/em> podcast. Media is by Publicis Media.<\/p>\n<p><iframe loading=\"lazy\" title=\"Cadbury Taste\" src=\"https:\/\/player.vimeo.com\/video\/1086353913?h=2047b3b081&amp;dnt=1&amp;app_id=122963\" width=\"780\" height=\"439\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\"><\/iframe><\/p>\n<p>Guilherme Ferreira, global brand VP at Mondelez International\u00a0said: \u201c<em>\u2018It could only be Cadbury Dairy Milk\u2019<\/em>\u00a0is the first of its kind \u2013 everything you see is real chocolate, celebrating the unique and instantly recognisable taste of a chunk of\u00a0Cadbury Dairy Milk. When it feels like everyone is turning to AI and CGI, we were proud to create the film using real life filming on set, utilising experts in their craft to demonstrate the deliciousness of\u00a0Cadbury Dairy Milk.\u201d<\/p>\n<p>Simon Connor, creative director at VCCP\u00a0said: \u201cCadbury Dairy Milk\u00a0is like no other chocolate \u2013 it\u2019s instantly recognisable to millions. Our challenge was to capture that feeling without messing it up. So, we did it the hard way: by hand. We built bespoke rigs, poured real\u00a0Cadbury\u00a0chocolate through them, and crafted every shot to show the taste everyone knows and loves. No CGI, no cheats \u2013 just proper craft, for a properly iconic chocolate.\u201d<\/p>\n<p>Chris Birch and Jonny Parker CCOs at VCCP\u00a0said \u201cSuch an iconic product deserves iconic work that makes its way into the public\u2019s consciousness. Dan and the wonderful team have done this with class and real graft.\u201d<\/p>\n<p>Knowing when to use AI and when you\u2019ll have more impact without it \u2013 even if people might think you\u2019re using it \u2013 is quite a balancing act. And it\u2019s one that VCCP is mastering, as demonstrated in the full AI impact of the <a href=\"https:\/\/www.moreaboutadvertising.com\/2024\/11\/o2-recruits-genius-ai-granny-to-see-off-the-scammers\/\">AI granny<\/a> for O2.<\/p>\n<p>MAA creative scale: 7<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>A chunk of Cadbury\u2019s Dairy Milk, filmed melting in slow motion, is the start and finish point for an entire global campaign by VCCP. The simple idea, spearheaded by a 15-second TV spot, is even translated across media. There\u2019s an extended 40-second version playing out in Piccadilly Circus, an \u201cimmersive 3D soundscape\u201d running across Spotify [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":252912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[37731,13503,10489,5714,91940,482,11692,56828],"dealstore":[],"offerexpiration":[],"class_list":["post-252911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-cadbury","tag-campaign","tag-chocolate","tag-global","tag-oozing","tag-real","tag-rejects","tag-vccp"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=252911\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"A chunk of Cadbury\u2019s Dairy Milk, filmed melting in slow motion, is the start and finish point for an entire global campaign by VCCP. The simple idea, spearheaded by a 15-second TV spot, is even translated across media. There\u2019s an extended 40-second version playing out in Piccadilly Circus, an \u201cimmersive 3D soundscape\u201d running across Spotify [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=252911\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-23T00:51:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png\" \/>\n\t<meta property=\"og:image:width\" content=\"924\" \/>\n\t<meta property=\"og:image:height\" content=\"513\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=252911#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign\",\"datePublished\":\"2025-05-23T00:51:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911\"},\"wordCount\":332,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png\",\"keywords\":[\"Cadbury\",\"Campaign\",\"Chocolate\",\"Global\",\"oozing\",\"Real\",\"rejects\",\"VCCP\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=252911#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=252911\",\"url\":\"https:\/\/fivemor.com\/?p=252911\",\"name\":\"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png\",\"datePublished\":\"2025-05-23T00:51:36+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/fivemor.com\/?p=252911#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=252911\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/?p=252911#primaryimage\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png\",\"width\":924,\"height\":513},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/fivemor.com\/?p=252911#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/fivemor.com\/?bp_activities=1\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=252911","og_locale":"en_US","og_type":"article","og_title":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network","og_description":"A chunk of Cadbury\u2019s Dairy Milk, filmed melting in slow motion, is the start and finish point for an entire global campaign by VCCP. The simple idea, spearheaded by a 15-second TV spot, is even translated across media. There\u2019s an extended 40-second version playing out in Piccadilly Circus, an \u201cimmersive 3D soundscape\u201d running across Spotify [&hellip;]","og_url":"https:\/\/fivemor.com\/?p=252911","og_site_name":"Som2ny Network","article_published_time":"2025-05-23T00:51:36+00:00","og_image":[{"width":924,"height":513,"url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png","type":"image\/png"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=252911#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=252911"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign","datePublished":"2025-05-23T00:51:36+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=252911"},"wordCount":332,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"image":{"@id":"https:\/\/fivemor.com\/?p=252911#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png","keywords":["Cadbury","Campaign","Chocolate","Global","oozing","Real","rejects","VCCP"],"articleSection":["Advertising"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=252911#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=252911","url":"https:\/\/fivemor.com\/?p=252911","name":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fivemor.com\/?p=252911#primaryimage"},"image":{"@id":"https:\/\/fivemor.com\/?p=252911#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png","datePublished":"2025-05-23T00:51:36+00:00","breadcrumb":{"@id":"https:\/\/fivemor.com\/?p=252911#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=252911"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/?p=252911#primaryimage","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/05\/Screenshot-2025-05-22-at-12.46.36.png","width":924,"height":513},{"@type":"BreadcrumbList","@id":"https:\/\/fivemor.com\/?p=252911#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/fivemor.com\/?bp_activities=1"},{"@type":"ListItem","position":2,"name":"Cadbury rejects AI for real, oozing chocolate in new VCCP global campaign"}]},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/252911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=252911"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/252911\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/media\/252912"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=252911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=252911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=252911"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=252911"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=252911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}