Christmas is over but Cadbury is upholding the festive tactic of tugging at the heartstrings. It’s replaced its faintly amusing office lip-sync guy with an adorable moppet who wants to buy her mum a present.

Said tot pops into a shop while her mum’s on the phone, nods at the shopkeeper’s proffered Dairy Milk, and solemnly counts out her ‘payment’ – an assortment of buttons, plastic coins and beloved trinkets. Our warm-hearted retailer pauses before taking the tat, handing back a little plastic unicorn as ‘change’.

One wonders why he takes any of it at all, but it does lend weight to the little one’s sacrifice, and more emotional resonance to the final thankful hug. If you’re not moved by it, you’re a cold-hearted monster

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