The advert, created by Fallon, launches nation-wide tonight (8 November) during Coronation Street and promotes the biggest Cadbury Christmas range to go on sale in its 189-year history.
It focuses on a London street covered in purple wrapping paper that is descended upon by children, who set to work unwrapping houses, cars and lampposts.
Matthew Williams, Cadbury marketing director at Mondelez International told Marketing Week the brand pushed for an approach that was “consistent” with how people “enjoy chocolate at Christmas”.
He adds: ” It seems weird that Cadbury has never run a campaign over the festive period given the strong ties the brand has to the season. We’re using the fun the kids are having unwrapping the street as a metaphor for the joy many get from unwrapping presents.”
The chocolate maker recently said the campaign stems from the realisation that it has “missed a trick” by not investing in the season as much as it does in Easter activity.