08 April, 2008

From the People Who Brought You A Gorilla Playing the Drums for Chocolate

This is the newest spot for Cadbury from A Glass and a Half Full Productions, the same people who brought you "Balls" and "Gorilla." Now I personally never loved Gorilla. I thought it was unique, but like many people, I watched wondering What the heck is this for? I arrived at the end thinking, A gorrilla playing the drums. I wasted 90 seconds of my life to watch a gorilla hammer out the most overplayed Phil Collins song ever. I don't want to listen to it on the radio, let alone watch some simian with a better sense of rhythm than me bang it out on the skins.

Some attributed a 2007 Cadbury sales increase of 9% over the same period in 2006 to the Gorilla campaign, which also consisted of billboards, ads and events among other executions. However, back in 2006, Cadbury was reeling from bad press due to a recall brought about by salmonella fears. Was Gorilla the reason for their success, or were they just bouncing back from a prior year that had been dragged down by consumer backlash?

Personally, this sort of advertising doesn't work for me. Was this spot more entertaining than Gorilla? Absolutely. It was fun and they actually chose a good song, Queen's Don't Stop Me Now. However, I go back to the same problem I had with Gorilla. In no way does this make me want to buy a Cadbury Dairy Milk chocolate bar. Now maybe this is because I wasn't subjected to the entire ad campaign, and hand-dipped in a desire for the sweet nectar that is Cadbury. Or maybe I'm too much of a linear thinker. A+B=Buy Chocolate.

Now I know I always want to do something more creative, cool, slick or funny, to push the client and do something no one's ever seen before. Then coworkers and clients reply, How does this sell Brand X? And when I don't have an answer, the idea ends up on the pile with one of my many post-apocalyptic or "too creepy" ideas.

As advertisers, yes, we need to push our clients. More interesting advertising gets the viewer's attention and makes us excited about our work. However, do you ever get the feeling that some agencies just know how to smooth-talk clients so they'll pay them to do something "different"?

However, if you loved Gorilla or Trucks, I have this creepy, post-apocalyptic ad for a spot you're gonna think is hysterical.

And special thanks to Scampblog, our friends from across the pond, who beat us to the punch on this one.

--Captain Awesome

From the People Who Brought You A Gorilla Playing the Drums for ChocolateSocialTwist Tell-a-Friend

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