Tasked with the marketing for chocolate maker Cadbury, the UK branch of global creative agency Fallon erected a massive, Willy-Wonka-esque chocolate fountain at London's Westfield Shopping Centre. The 30-foot structure bubbles, gurgles and dispenses real chocolate, which you can see in the video at the bottom of this entry.

But first, we've got to show you Joyville, the Fallon-created fictional world where chocolate is supposedly made. The following depiction of Joyville is either a testament to inventive vehicle and set designers or a strong argument for letting creative directors dabble with psychedelic drugs:

Admit it, there is no point in that video where you could have predicted what would happen in the next five seconds.

As for that fountain, check it out:

The Brits around the fountain are so civil and orderly. I shudder to think what kind of destructive looting stampede would occur if this thing was erected in the Mall of America.