In this 1985 Colenso commercial, a Creme Egg is a guilty pleasure behind raised desk lids for two school kids. Courtesy of some smooth copywriting, the narrator lets on that the cherubic girl and devious boy are doomed by the “smooth shell of Cadbury dairy milk chocolate and the irresistible creamy flowing yolk that will ultimately give them away!” The Murray Grindlay composed chorus “don’t get caught" (with egg on your face) entered Kiwi pop culture. Variations of the commercial ran until 1996; in 2016 stuntwoman Zoe Bell later shared her fondness for the product on Instagram. 

In this late 60s commercial, actor Ray Henwood appeals to viewers help him eat every Moro Bar in New Zealand. Inspired by a British ad, it was an early entry in a series promoting the Cadbury chocolate bar. The series made Henwood well-known in the 70s as one of the first local figures to hawk a product on screen, directly to viewers (eg Michael Hill, Mike Pero, Suzanne Paul). Henwood focused on acting after his then-boss deigned that being a government scientist as well as 'The Moro Man' was "not a good look". He would win renewed fame on 80s sitcom Gliding On.

A mainstay on cinema and TV screens for over 20 years, this commercial — reputedly NZ’s longest-running — made Kiwis feel as if the UK-born hokey pokey treasure was ‘ours’. Directed by Tony Williams, the madcap romp features a bevy of 70s acting talent caught up in chaos, after outlaws start a free for all fight for a chest of Crunchie bars. A connection with Martin Scorsese’s editor allowed access to footage from old Westerns, while the immortal tune is by Murray Grindlay. Williams overspent his meagre budget, and a lawn mower given to him as a thank you ended up his fee.

Since 1959 Cadbury Flake advertisements have been evoking the sensual pleasure of consuming the bar. The ads’ soft focus emphasis on young women enjoying “only the crumbliest, flakiest chocolate” has also moved more febrile minds to make risqué associations with the chocolate that “tastes like chocolate never tasted before”. This 1983 edition, produced by Silverscreen, sees a winsome woman wander in a romantic rural landscape before showing “a very special way to eat chocolate.” Homage was paid to the campaign in Taika Waititi’s 2016 feature Hunt for the Wilderpeople.

This collection is a celebration of the eccentric, exuberant career of NZ screen industry frontrunner Tony Williams. As well as being at the helm of many iconic ads (Crunchie, Bugger, Spot, Dear John) Williams made inventive, award-winning indie TV documentaries, and shot or directed pioneering feature films, including Solo and cult horror Next of Kin.

Great adverts are strange things: mini works of magic, with the power to make viewers smile, cry, and even buy. Kiwi directors have shown such a knack for making them, they've been invited to do so across the globe. But this collection is about local favourites; dogs on skateboards, choc bar robberies, ghost chips. NZ On Screen's Irene Gardiner backgrounds the top 10 here.

This 70s current affairs show does a cost benefit analysis of Trade Minister Warren Freer’s Maximum Retail Price scheme (MRP), which capped retail prices. Drawn from an era of economic theory poles that was apart from the market deregulation of the 80s, the investigation sets out to poll opinion in supermarket aisles, a grocery in Glenorchy, and factory floors (Faggs coffee, Cadbury chocolate). The checkouts are a battlefield between red tape and free range retail. The early animated sequence by Bob Stenhouse marked an early use of animation in a local TV documentary. 

John Wilkinson didn’t realise until after the end of World War ll that he’d broken his back when the plane he was piloting in North Africa was shot down. Captured and beaten up by Italian soldiers, interrogated by the Gestapo, John eventually ended up in the notorious Stalag Luft III prison camp in what is now Poland. He was involved in the Wooden Horse Escape, one of the most famous of the war. Later he would meet his future wife at the camp, a displaced person from Lithuania. Now 95, John’s memory of his wartime experiences remains undimmed.

This BBC2-screened film is a look at the European art world of the late 1960s, and a meditation on the nature of art and the pricing of art, shot by Tony Williams. The origins of this film are suitably cosmopolitan. It was initiated by an Iranian student – and underwritten by Jeremy Fry from Cadbury Fry Hudson. Its focus is Takis, a Greek artist who creates kinetic sculptures out of discarded electronic objects (at times reminiscent of Len Lye’s work), and plans to mass produce cheaper versions of his work to make his art accessible. But will it still be art?