Cadbury Flake Dipped aims to get around the problem, which people who eat Flakes are well aware of, that it can crumble and melt before it gets to your mouth, which is played upon in the bar's famous signature line "only the crumbliest, flakiest chocolate tastes like chocolate never tasted before".
In the 10-second spot, "bed", two children are in the beds department of a store, captivated by something that is happening out of shot.
It then shows what they are staring at -- a beautiful woman stretched out on one of the beds eating a Flake Dipped, lost in the pleasure of her chocolate. The children's mother is then shown ushering her children out of the shop in a hurried fashion.
The spot targeting women in their twenties wants to get over the idea that despite being so crumbly Flake can be eaten anywhere, and not just at home. The ad finishes with the endline "Cadbury Flake Dipped. Wherever. Whenever".
Jeff Swan, chocolate snacking portfolio manager at Cadbury, said: "It now allows more people to indulge in a Cadbury Flake in more places, more often."
The ad was written and art directed by Ira Joseph and Jack Steers, and directed by Matthias Zentner through Final Cut. Media planning and buying for the ad was through Carat.
Flake's advertising has in the past seen raised eyebrows over its overt sexual connotations, all shot in soft focus with a floaty soundtrack.
Anita Zanesco, Publicis' board account director on Cadbury, said: "We needed to remain true to the heritage of the Flake brand while still communicating the new usage occasions Flake Dipped presented."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .