Elvis, the direct agency, has created the first burst of advertising for Cadbury’s Dairy Milk’s centenary year. The campaign includes television, radio, press and online advertising and will support the brand’s ‘2 Seats’ promotion, which offers consumers the chance to win two seats to the ‘best of British’ events – a selection of the UK’s premier cinema, music, sport and theatre events – as part of its birthday celebrations. The theme of the campaign is sharing, although there are a number of executions to reflect the different events that are available. It will be supported on an ‘edible poster’, which is made up of 49g Dairy Milk bars. It will tour the country later this month. Elvis, which is part of Miles Calcraft Briginshaw Duffy, is the lead agency for the Dairy Milk centenary campaign.