Cadbury 5 Star has launched an ad film taking its “Do Nothing” campaign further.
Over the years, the chocolate brand has built on the proposition through many innovations, with the latest being a ‘Nothing University’ to train people for an AI-powered future where humans can finally upskill themselves in the art of ‘Doing Nothing’ and embrace AI instead of fearing it.
The campaign has been conceptualised by Ogilvy India.
The ad film, titled ‘Elevator’, has a young man eating his Cadbury 5 Star in a hospital elevator when his phone rings. The young man, too absorbed in his chocolate, cannot be bothered to answer his own phone, to the point that the incessant ringing wakes up the man on the gurney presumed dead. The film has been directed by Prasoon Pandey of Corcoise Films.
Nitin Saini, VP-Marketing, Mondelez India, said, “Cadbury 5 Star has always been synonymous with indulgence and joy. With the new TVC we wanted to recapture that feeling of pure indulgence, where even the most insistent interruption can’t break the spell of enjoying a delicious 5 Star. This campaign is a playful reminder that in a world obsessed with doing more, slowing down and savoring the simple pleasures can be the ultimate act of chilling. We’re confident that this dramatic and quirky ad will connect with chocolate enthusiasts nationwide, further enhancing the distinct identity of Cadbury 5 Star as the champion of ‘Doing Nothing.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “5 Star is back with another crazy interpretation of ‘Do Nothing’. Over the years, the brand’s counter-culture stance has resonated strongly with the youth, with each piece adding to the campaign’s massive popularity. We hope our latest avatar continues to surprise and entertain people.”
