It’s late afternoon and Keith’s co-workers are starting to leave the office. As he’s sitting there bored at his desk he reaches for a bar of Cadbury Dairy Milk and as soon as he’s taken a bite he slowly eases into a more upbeat version of himself.

The hold music is playing Bacarra “Yes Sir, I can Boogie” subtly in the background. The music starts infiltrating Keith’s mind, he taps up the volume and all of a sudden he starts lip-syncing and performing to the infectious hold music he’s been listening to.

He’s lost in the song, completely unaware of the office workers outside who can see him enjoying this moment .A moment that was kick-started by enjoying some Cadbury Dairy Milk.

This commercial was written around our casting choice.

We kept the process open to both men and women. We narrowed it down to people with friendly eyes.

Once we agreed on our man, we gave him a name that suited - Keith.

Then we gave him a backstory, which lead to him working as a logistics manager.

We then wrote a short story around him about his love life, which then inspired the mood of his character.