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James Grant talent help Unwrap Joy for Cadbury’s

Fearne Cotton, Leigh Francis, Paddy McGuinnes, Stephen Mulhern, Phillip Schofield and Christine Bleakley join forces for Cadbury's festive Unwrap the Joy campaign.

Aiming to show the tricks, games and gifting skills of the six celebs in a way that will promote sharing, the ads will also air on the ITV Player and be promoted through Cadbury’s own channels with the aim to drive extra content. Watch the full series of videos on Cadbury’s Youtube channel here.

Matthew Williams, marketing director at Cadbury, said: “We have partnered with ITV to do something genuinely different and authentic this Christmas. These unscripted short films really represent those irrepressibly joyful moments that we all love to experience over Christmas and, most importantly, share with our friends and families.”

The tie-in with ITV will also see Cadbury’s sponsor Christmas programming on the channel, including Catchphrase Christmas Special and the All Star Family Fortunes Christmas Special.

Said Simon Daglish, group commercial sales director at ITV: “Cadbury are the perfect fit for this exciting and unique partnership with ITV to unwrap joy across the festive period. The innovative activity is a great example of how ITV can work closely with advertisers and talent across a number of platforms to deliver a highly dynamic and unique campaign.”