Alexei Orlov on Cadbury Chocolate's New Poignant Advert

If you just want a moment to feel good about the world and to smile then please watch this wonderful piece of work. It truly deserves recognition. I just wish I had come up with the idea!

The basic premise is as follows: The little girl so loves her mother. She goes to the corner shop and hands over her precious little keepsakes in hopes of buying just one thing for the person she loves most in the world, her mummy. What happens next is pure magic in reciprocation and kindness. And that is what the world needs: a little bit of kindness beyond just empathy.

Empathy is crucial, but acting upon it is what makes the world a better place. And as you will see if you so choose to follow the below link, small can often be greater than big.
The difference, in my opinion, is human authenticity.

The best of human kindness is understanding that what might be just seen as ‘a drop’ – doing something ‘small’ – might in fact mean an ocean to another.

It’s not what we have the power to do. It’s not what we say or shout. It’s what comes from within, through thoughtfulness and care.

In a world of planning, measuring, reporting and besting, the best of us runs within. If only we give ourselves the time to leave artificiality aside, we can keep the best of our humanness alive for more than fast and flighty moments.

To expand on this idea, the capacity for love shown in the advert is one reason I’m not concerned as much as others that technologies like artificial intelligence will replace humans in any meaningful capacity. Yes, AI is powerful. It will help us to work quicker and maybe smarter. But it is can never be anything like the milk of our own humanity.

If I am willfully a little vague, it’s because I want you to follow this link to see what I saw and enjoy what I enjoyed. I think you’ll find that containing “a glass and a half” means much more than buying chocolates, and internalize the message just as I intend to.

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With experience spanning 30 years, 40 countries, and 50 brands, Alexei Orlov has made life his business and business his life as a seasoned leader in Global Marketing. Alexei is currently the Founder and Global CEO of mtm choice worldwide, a boutique network of skilled practitioners specialising in high-precision brand activation and media optimisation. In his spare time, Alexei Orlov enjoys leisure time with his beloved family, nature, and writes blog and poetry. This blog originally appeared on Alexei's website here.