SMUGGLER's Tom Speers Directs "Mum" In The Pouring Rain For Cadbury, VCCP London


Robert Goldrich
Wednesday, Jun. 5, 2024


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Cadbury and VCCP London have teamed to create “distracted” ads, including this one titled “Mum,” with the source of the distraction being the newly created Cadbury Dairy Milk &More bar--which comes in two flavors, Nutty Praline Crisp and Caramel Nut Crunch.

The idea behind the campaign is to celebrate the bar’s depth by showcasing the distracting power of the &More bar’s fillings, proudly celebrating that “there’s a lot to take in.”

In this spot a woman has locked herself out of the house in the pouring rain. She yells for her mom to let her in--but there’s no response. She calls “mum” on the phone--no answer. The daughter finally goes around to the back of the house, and looks inside through the window to find mom transfixed on the filling in a Caramel Nut Crunch bar.

Tom Speers of production house SMUGGLER directed both commercials in the campaign, including “Mum.”


Client Cadbury Agency VCCP London Chris Birch, Jonny Parker, executive creative directors; Laura Muse, creative director; Haley Koehn, Louise Organ, sr. creative team; Ali Augur, head of art; David Vass, sr. agency producer; Adam Edwards, design director; Charl Sherry, designer. Production Company SMUGGLER Tom Speers, director; Fergus Brown, managing director; Lucy Kelly, exec producer; Claire Jones, producer; Nick Morris, DP; Adam Evans, production manager; James Sharpe, 1st AD; Lucie Red, production designer; Terry Palamara, art director;  Rupert Bowkett, location manager; Michelle May, wardrobe stylist; Eve Coles, hair & makeup stylist. Editorial The Assembly Rooms Eve Ashwell, Edward Cooper, editors; Phoebe Armstrong Beaver, sr. edit producer. Postproduction Black Kite Tom Mangham, colorist; Phil Whalley, post producer; Mark Stannard, VFX lead. Audio Post 750mph Sam Ashwell, sound designer & engineer; Olivia Ray, head of production; Aishah Amodu, sr. audio producer. Food Photography Aaron Tilley, food photographer.

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