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McVitie's ditches kittens popping out of biscuit packs for a sweet Pixar-esque ad about human connections.

"Crane", created by Grey London, follows a lonely tower crane operator going about his work dozens of metres above the ground, feeling unseen by his colleagues below who are enjoying the camaraderie of a tea break. Just when he is convinced that everyone’s forgotten about him, he gets a surprise in the form of a plate of McVitie’s biscuits and a cuppa. The brand has introduced a new slogan, "Sweeter together," with this campaign. The work was created by Thomas Worthington and Greg Ormrod and directed by Smith & Foulkes through Nexus.