Cadburys Unwrap joy

Branded Content

Celebrities take centre stage in Cadbury's Christmas content for the first time. Fearne Cotton, Keith Lemon, Paddy McGuinness, Christine Bleakley, Phillip Schofield and Stephen Mulhern all get into the Christmas spirit in the campaign. A series of TV spots along with multiple social media films shows the tricks, games and gifting skills of the six celebs. Matthew Williams, marketing director at Cadbury, said: "We wanted to do something genuinely different and authentic this Christmas. These unscripted short films really represent those irrepressibly joyful moments that we all love to experience over Christmas and, most importantly, share with our friends and families."

PHD, Drum and ITV conceived the idea for the films, which were produced by ITN Productions and directed by Toby Baker, who also directs Celebrity Juice.