Cadbury Dairy Milk has today launched its first audio ads celebrating real life moments of generosity as part of its ongoing ‘There’s a Glass and a Half in Everyone’ campaign, the series of five stories was created by global agency of record VCCP London.

Each 60” radio ad tells the story of a genuine moment of kindness drawn from across the UK. To showcase the power of generosity, the campaign uses an innovative 60 second media buy by Publicis Media to disrupt the usually cluttered ad breaks and allow the heartwarming acts of kindness to get the airtime they deserve and have listeners stop in their tracks to listen.

This is the first time the campaign has been extended to audio ads and posed a fresh challenge to the team in replicating the warmth and feelgood spirit of the AV campaign on the radio.

To do this they continued the storytelling formula which was the focus of the AV campaign and selected their favourite stories of everyday generosity, which were retold by voiceover artist and actor Aisling Loftus. The team avoided the use of sound effects to allow the stories to deliver their simple message with greater impact. Whilst the ads have no mention of chocolate they proudly demonstrate Cadbury’s values and show how generosity brings people together.

Michael Moore, Marketing Manager at Cadbury Tablets at Mondelēz International, said: “For over five years now Cadbury has been shining a light on simple moments of human generosity, and this latest phase takes those stories to a new medium. We have uncovered some beautiful tales of kindness which we are proud to celebrate in these audio ads.”

Find out more on VCCP.