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Cadbury pushes back against the over-commercialisation of Easter with an ad about an intrepid grandfather trying to make the holiday special.

The man goes to great lengths to hide shiny purple eggs around his flat. When his grandchildren arrive, the little girl runs off in search of Easter eggs, while the teenage boy hugs his grandfather, as his eyes dart around the room looking for his own eggs. The campaign encourages people to be more playful and thoughtful with Easter eggs by taking time to hide them for their loved ones, rather than being purely transactional and handing them over. It was created by Adam Sears and Ben Evans, and directed by Si & Ad through Academy.