framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Cadbury “How do you NOT eat yours” 2022

Cadbury “How do you NOT eat yours” (2022) is a Cadbury commercial directed by Jeff Low for VCCP, produced by Biscuit Filmworks. It won 2 awards, including Creative Circle 2022 Bronze FILM - Best Online Advertising Film 1 minute or over (single).

A man struggles with the temptation to eat a rare, valuable Cadbury Creme Egg, highlighting the irresistible nature of the treat.

Video: VCCP on Vimeo

Frames

  1. A hand holds a half-unwrapped Cadbury Creme Egg, showing the chocolate and cream filling, in a softly lit interior setting.© Cadbury0:00
  2. A young man in a dark robe holds a small, golden egg-shaped object, looking at it with a curious expression in a dimly lit room.© Cadbury0:02
  3. A young man in a black robe stands in a candlelit bathroom, holding a Cadbury Creme Egg and looking at it with a conflicted expression.© Cadbury0:08
  4. Cadbury “How do you NOT eat yours”, shot 3© Cadbury0:13
  5. Cadbury “How do you NOT eat yours”, shot 3© Cadbury0:17
  6. Cadbury “How do you NOT eat yours”, shot 3© Cadbury0:21
  7. Cadbury “How do you NOT eat yours”, shot 3© Cadbury0:25

Stills © Cadbury. Made by VCCP, Biscuit Filmworks and Jeff Low.

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

The idea

The irresistible temptation of a Cadbury Creme Egg, even when it's a valuable prize.

Tagline: “HOW DO YOU NOT EAT YOURS?”

temptationinner conflictvaluable prizeforbidden fruithumorous dilemma

The cut

Length
30 s
Shots
3
One take
21 s in a single shot

What creatives use Cadbury “How do you NOT eat yours” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Cadbury “How do you NOT eat yours”? 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 hand holds a half-unwrapped Cadbury Creme Egg, showing the chocolate and cream filling, in a softly lit interior setting.© CadburyA young man in a dark robe holds a small, golden egg-shaped object, looking at it with a curious expression in a dimly lit room.© CadburyA young man in a black robe stands in a candlelit bathroom, holding a Cadbury Creme Egg and looking at it with a conflicted expression.© CadburyCadbury “How do you NOT eat yours”, 0:13© Cadbury
    Frames from Cadbury “How do you NOT eat yours”

  2. 02How a one-take commercial is built

    21 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A hand holds a half-unwrapped Cadbury Creme Egg, showing the chocolate and cream filling, in a softly lit interior setting.© CadburyA young man in a dark robe holds a small, golden egg-shaped object, looking at it with a curious expression in a dimly lit room.© CadburyA young man in a black robe stands in a candlelit bathroom, holding a Cadbury Creme Egg and looking at it with a conflicted expression.© CadburyCadbury “How do you NOT eat yours”, 0:13© CadburyCadbury “How do you NOT eat yours”, 0:17© CadburyCadbury “How do you NOT eat yours”, 0:21© Cadbury
    Length: 30 s · Shots: 3 · One take: 21 s in a single shot

  3. 03Ad ideas: every spot built on a temptation

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

    Cadbury “How do you NOT eat yours” is built on a temptation. Search the library by idea to see every spot that uses it.

    Mercedes Benz “Soul”© Mercedes BenzTesco “That's What Makes It Christmas - Hands Off”© TescoPowerade “Encendido”© PoweradeCoca-Cola “Coke Zero - Too Good To Wait”© Coca-Cola
    Mercedes Benz · Tesco · Powerade · Coca-Cola

More commercials by Jeff Low

More from VCCP

  • Mondelez - Cadbury UK "Bus" (2022) commercial still© Mondelez - Cadbury UKMondelez - Cadbury UK “Bus” 2022Dir. Frédéric Planchon · VCCPIPA Effectiveness Awards Grand Prix 2022
  • Cadbury "Mum's Birthday" (2022) commercial still© CadburyCadbury “Mum's Birthday” 2022VCCPIPA Effectiveness Awards Grand Prix 2022
  • Mondelēz "Made to Share" (2026) commercial still© MondelēzMondelēz “Made to Share” 2026Dir. Zak Razvi · VCCPBritish Arrows Gold 2026
  • Co-op "Owned By You,Right By You" (2025) commercial still© Co-opCo-op “Owned By You,Right By You” 2025Dir. Sam Gainsborough · VCCPBritish Arrows Gold 2025
  • Kwik Fit "Reasons to Drive Away Happy Every Time" (2025) commercial still© Kwik FitKwik Fit “Reasons to Drive Away Happy Every Time” 2025Dir. Harold Einstein · VCCPBritish Arrows Gold 2025
  • O2 "Daisy vs Scammers" (2025) commercial still© O2O2 “Daisy vs Scammers” 2025Dir. Matt Carter · VCCPBritish Arrows Gold 2025

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • 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 “How do you NOT eat yours” commercial?

Jeff Low directed it, produced by Biscuit Filmworks, for the agency VCCP.

Which agency made Cadbury “How do you NOT eat yours”?

VCCP created it for Cadbury (2022).

What awards did Cadbury “How do you NOT eat yours” win?

2 awards, including Creative Circle 2022 Bronze FILM - Best Online Advertising Film 1 minute or over (single) and Creative Circle 2022 Bronze FILM - Best TV 30secs & under (campaign).

What is the tagline of Cadbury “How do you NOT eat yours”?

“HOW DO YOU NOT EAT YOURS?”

Sources for the credits and awards

web.archive.org