Confectionery multinational Mondelēz has revealed a major ITV festive advertising drive for its Cadbury brand including tie-up with a number of celebrities. 

It kicked off on Friday (14 November) during the evening’s Coronation Street – the brand took the entire ad break to screen the first of five short films directed by Bafta-winning director Toby Baker.

Featured celebrities include Fearne Cotton, Keith Lemon, Paddy McGuinness, Christine Bleakley, Phillip Schofield and Stephen Mulhern, who will all hit the screens later in November and December.

Matthew Williams, Cadbury marketing director, said: “We have partnered with ITV to do something genuinely different and authentic this Christmas. The unscripted short films represent those irrepressibly joyful moments that we all love to experience over Christmas.”

In addition to the ads, Cadbury has also secured a sponsorship deal across ITV festive shows, including Catchphrase and All Star Family Fortunes Christmas Specials.

Last Christmas marked Mondelēz’s first-ever festive TV campaign for Cadbury. It included a 60-second ad that featured London wrapped up in purple.