Cadbury 5 Star’s Valentine’s Day campaign, ‘Destroy V-Day’, has secured the 21st position in IMPACT’s Top 75 Campaigns of 2025, reaffirming the brand’s reputation for irreverent, counter-cultural communication.
The campaign cleverly subverted conventional Valentine’s Day narratives by intentionally making the occasion “uncool.” Staying true to 5 Star’s long-standing “do nothing” philosophy, the brand recruited “uncles, older men stereotypically seen as out of place in romantic settings to disrupt the hyper-romanticised aura of V-Day.
Consumers were invited to nominate uncles through a dedicated website. Selected participants then went on dates, invaded traditionally romantic spaces, and flooded social media with their presence, effectively sabotaging the day’s romantic mood.
Curated by creative agency Ogilvy, the campaign was led by Karunasagar Sridharan, Executive Creative Director & Writer, who steered the narrative with humour and cultural insight.
For its 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters including narrative clarity, creative execution, originality, and production quality. ‘Destroy V-Day’ stood out for its bold idea, cultural relevance, and distinctive execution, earning it a spot among the year’s most impactful brand campaigns.
