UK confectionery giant Cadbury has unveiled a new advert for its Flake chocolate brand, which has ditched the overt phallic symbolism of previous TV commercials.

Floria Sigismondi, who directed the new commercial, told Creative Review: “The eating of the bar has been handled differently, but there's still a sense of ecstasy.”

In the new advert for “the crumbliest chocolate”, a futuristic woman on a break from her workplace, enters an anti-gravity chamber alone to eat a Flake.