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Two kids are sitting on a bus and one snaps off a piece of Cadbury’s chocolate to share. Later, the pair marry and their teenage son is sitting on a bus, he smiles at a girl sitting in front of him, and snaps off a piece of chocolate and hands it to her. The entire scene lasts just seconds but it’s an iconic advert which has stayed with TV viewers long after it has been taken off air.

Advertising at its best has the power to captivate and capture the imagination of a nation. For example, many took to Twitter to praise Always’ #LikeAGirl campaign, which was viewed by tens of millions on YouTube alone. While for others, the release of the annual winter John Lewis advert is a much-anticipated event – with commenters, journalists and bloggers all going online to debate what it may contain.

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