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Cadbury “Beach Huts” 2018

Cadbury “Beach Huts” (2018) is a Cadbury commercial directed by James Rouse for VCCP, produced by Outsider. It won one award: Kinsale Sharks 2018 Gold Film (International) - Food, Confectionery, Snacks & Cakes & Non Alcoholic Drink.

A young couple on a cloudy beach discusses the mysterious origins of crop circles and the unique twirly texture of a Cadbury Twirl chocolate bar.

Video: Cadbury on YouTube

Shot by shot

  1. A young couple sits on a concrete wall, looking out at the sea on a cloudy day, with colorful beach huts in the background.© Cadbury0:00
  2. A young woman and man sit on a concrete wall, with yellow and blue beach huts behind them, as the woman eats a chocolate bar.© Cadbury0:02
  3. A young man and woman sit on a beach, talking, with colorful beach huts in the background under an overcast sky.© Cadbury0:06
  4. A person's hand holds a Cadbury Twirl chocolate bar, revealing its flaky, aerated interior, against a blurred background.© Cadbury0:11
  5. A young woman with curly hair talks to a young man while holding a chocolate bar, with colorful beach huts in the background.© Cadbury0:13
  6. A young man with curly hair looks to the side and smiles, with colorful beach huts blurred in the background on a cloudy day.© Cadbury0:16
  7. A young woman with curly hair in a denim jacket talks to someone off-screen, with colorful beach huts in the background on a cloudy day.© Cadbury0:21
  8. A young woman and man sit on a concrete ledge, with the woman holding a Cadbury chocolate bar, against a backdrop of colorful beach huts and buildings.© Cadbury0:31
  9. A Cadbury Twirl chocolate bar, unwrapped, rests on a purple book, with a beige backpack in the background, asking "What makes it so twirly?"© Cadbury0:36

Stills © Cadbury. Made by VCCP, Outsider and James Rouse.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Comparing crop circles to the chocolate's unique twirliness for a playful mystery.

Tagline: “What makes it so twirly?”

playful bantermystery/conspiracy theoryeveryday setting, unexpected topicproduct as a marvel

The cut

Length
40 s
Shots
9
Average shot
4.4 s

What creatives use Cadbury “Beach Huts” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Cadbury “Beach Huts”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young couple sits on a concrete wall, looking out at the sea on a cloudy day, with colorful beach huts in the background.© CadburyA young woman and man sit on a concrete wall, with yellow and blue beach huts behind them, as the woman eats a chocolate bar.© CadburyA young man and woman sit on a beach, talking, with colorful beach huts in the background under an overcast sky.© CadburyA person's hand holds a Cadbury Twirl chocolate bar, revealing its flaky, aerated interior, against a blurred background.© Cadbury
    Frames from Cadbury “Beach Huts”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Cadbury “Beach Huts” in order, with its length, framing and what happens in it.

    A young couple sits on a concrete wall, looking out at the sea on a cloudy day, with colorful beach huts in the background.© CadburyA young woman and man sit on a concrete wall, with yellow and blue beach huts behind them, as the woman eats a chocolate bar.© CadburyA young man and woman sit on a beach, talking, with colorful beach huts in the background under an overcast sky.© CadburyA person's hand holds a Cadbury Twirl chocolate bar, revealing its flaky, aerated interior, against a blurred background.© CadburyA young woman with curly hair talks to a young man while holding a chocolate bar, with colorful beach huts in the background.© CadburyA young man with curly hair looks to the side and smiles, with colorful beach huts blurred in the background on a cloudy day.© Cadbury
    Length: 40 s · Shots: 9 · Average shot: 4.4 s

  3. 03Ad ideas: every spot built on a playful banter

    Before you present an idea, you need to know who has done it, and how.

    Cadbury “Beach Huts” is built on a playful banter. Search the library by idea to see every spot that uses it.

    Tesco “That's What Makes It Christmas”© TescoToyota “In the Middle”© ToyotaJenny Craig “Have You Called Jenny Yet”© Jenny CraigNutraSweet “Fake”© NutraSweet
    Tesco · Toyota · Jenny Craig · NutraSweet

More commercials by James Rouse

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  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
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  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Cadbury “Beach Huts” commercial?

James Rouse directed it, produced by Outsider, for the agency VCCP.

Which agency made Cadbury “Beach Huts”?

VCCP created it for Cadbury (2018).

What awards did Cadbury “Beach Huts” win?

1 awards, including Kinsale Sharks 2018 Gold Film (International) - Food, Confectionery, Snacks & Cakes & Non Alcoholic Drink.

What is the tagline of Cadbury “Beach Huts”?

“What makes it so twirly?”

Sources for the credits and awards

web.archive.orgweb.archive.org