"Only the crumbliest, flakiest chocolate, tastes like chocolate never tasted before." Is there anyone in Britain who can't sing that lyric?
It's like the Doctor Who thing - every generation has its own special Doctor, be it John Pertwee, Tom Baker, David Tennant or whoever. Similarly, every generation has its own Cadbury Flake advert which, in the 60s and 70s at least, usually featured a sultry girl seductively eating chocolate.
Among the most memorable are the artist in a field of poppies painting a watercolour, the woman letting her bath overflow, and the negligee-clad girl sitting on a window sill on a hot evening while a gecko lizard crawls over a ringing telephone. Among the most forgettable is Joss Stone trilling the famous jingle while working on a new song in a recording studio.
But it's all change with the new ad. Gone are the jingle and the girl indulging in a moment of pleasure. Instead the aim is to represent the beauty and delicacy of the product simply by a girl in a ruffle-abundant yellow dress produced by couture designer Antony Price. Taking three weeks to create with 200 metres of fabric, the yellow dress becomes an analogy for the folds of the chocolate.
Launched earlier this month, the new campaign runs for six weeks including TV, cinema and PR backed by £3.5 million investment.