It’s an idea seemingly so obvious you wonder why it hasn’t been done before. Cadbury’s new ad for its Dairy Milk Fingers focuses on all the wonderful things fingers can do… and actually, yep, you can see why it hasn’t been done before.

There is of course nothing smutty here: we see fingers typing, stroking cats, playing piano and – in a potentially subliminal plug for another Cadbury brand – doing up buttons. Other shots concern the chocolate Fingers, with sharing among the generations a key theme (hands tell us a lot about age) – though a plastic dinosaur gets a treat, too.

The slogan – ‘for fingers big and small’ – helps gently remind us we’re now in a world where different generations are fortunate enough to now be able to hold hands. And share a tactile chocolatey treat, of course.

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