The ad shows a little boy travelling home on the bus with his Mum, clutching a bar of Cadbury Dairy Milk he’s been told to save for later. Trying to distract himself away from the chocolate, he notices a distressed teenage girl nearby. The story concludes with a simple, unexpected act of kindness from our little boy, uncertain at first, but eventually offering his bar to the girl. This selfless act, offering to give up the thing he most cares about to try and cheer a stranger up, is noticed by his Mum, who in her own act of generosity, tells her son he can have one piece now after all. Demonstrating there really is a glass and a half in everyone.

Cadbury believes there is a glass and a half of generosity and kindness in everyone. In a world that can seem increasingly selfish, the generous acts can be harder to spot, but they are there, happening every day, in all walks of life. We looked to build on the belief that even the smallest gesture can bring a smile and comfort to someone who might need it. Developed at a time when we haven’t had much human interaction, ’Bus’ and ‘New Addition’ remind people of the big impact we can all have on others with even the smallest act of kindness.