In this Ad Council/Truth Initiative PSA, director Malik Sayeed of production house Little Minx tells us Amy’s story for ad agency Haymaker.
Amy shares with us her tale of opioid addiction, which began when she had knee surgery. Doctors kept giving her Vicodin and she was hooked as we learn that opioid dependence can happen just after days.
We then see how far Amy will go to get a prescription as she unclicks her seat belt and delibertely crashes her car.
Client Ad Council/Truth Initiative Agency Haymaker Jay Kamath, founder, chief creative officer; Matt Johnson, founder, chief strategy officer; Andrew Tucci, executive producer; Kimberly Ong, designer. Production Little Minx Malik Sayeed, director/DP; Rhea Scott, Helen Hollien, exec producers. Editorial Arcade Paul Martinez, editor; Pete Dandrea, assistant editor; Damian Stevens, exec producer; Adam Parker, producer. VFX Timber Jillian Lynes, VFX producer; Kevin Lau, designer.
Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.
The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”
“Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.
The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.
The film will run across TV, VOD and YouTube.
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