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Cadbury, the chocolate brand owned by Mondelez International, is releasing a campaign for Dairy Milk. Fallon has created a 60-second TV spot and a 90-second version for the cinema. The ad opens with the protagonist, Keith, sitting in his office, having been put on hold on the telephone. After taking a bite of a Dairy Milk bar, he becomes full of joy and dances and mimes along to the hold music – Bacarra’s Yes Sir, I Can Boogie. The spot ends with a Twitter hashtag of the brand’s new slogan, #FreeTheJoy. It was created by Tom Chancellor and directed by Blue Source through MJZ.