Cadbury Snaps 'subtitles' by Publicis

Cadbury is relaunching its Snaps brand with a TV campaign that focuses on the idea that, while they are made for sharing, no one wants to. The 30-second spot, created by Publicis, shows three women drinking coffee. The hostess reluctantly gets out her Snaps. As the friends share them, their conversation remains sunny and friendly, however, their true feelings flash up on the screen. In one scene one friend apologies for taking five, while the subtitles on the screen read "Brilliant I've got five". The other thinks "Wish I'd thought of that". The hostess says "don't worry", but actually thinks "Greedy witch". The spot ends with the strap line "Made for sharing", which is subtitled with the line "Made for you".

This article was first published on Campaign Work