So, this is meant to look odd. This was a TV campaign to launch a new product for Cadbury, one that may not have been the prettiest on shelf, but was undeniably delicious. It had character. It was proudly imperfect. Or as we called it: wonderfully odd.

We set out to launch it in a way that embraced that same spirit, delightfully offbeat, a little unexpected, and unmistakably Cadbury. Working with the formidable talent that is Paul Silburn this definitely had a nod to Phoenix Nights, thanks to the help of Peter Kay when being developed.

Enter: Christmas. In summer….of course.