Michael Winslow, most famous for his role as Sergeant Larvelle “Motor Mouth” Jones in the Police Academy movies takes it away in this offbeat mise en abyme - a film within a film which focuses on the unexpected and extraordinary talents of Lunch Bar eaters. The Lunch Bar positioning focuses on Much, Much More' in terms of tastes and textures. Similarly, the people that eat Lunch Bar have ‘Much, Much More' in terms of talents and abilities you might not expect. That’s where the term “ Oviaas” comes in which is South African township slang a derivative of the exclamation “Obviously !”This campaign shows that the consumer is at the centre off all that Cadbury does... it is rooted in an insight that there is so much more to people than meets the eye and executed in a manner that is absolutely relevant and brand aligned.