Oh Fallon. How I long to work with thee. As we all know, Cadburys has been a name synonymous with advertising way back since 2007 when a man in a Gorilla suit played some drums. The creatives over at Fallon distanced themselves from the idea of selling a chocolate bar, and instead sold what we assume is the the result of eating a chocolate bar; joy.
Their latest journey into making us all feel that little bit better about ourselves is this little number, and after the collection of ‘Gorilla’, ‘Eyebrows’, and ‘Airport’ of which I wasn’t a die-hard fan (Sorry Chris and John, you’re are still my creative idols), Fallon are definitely on track for another hit. In fact, I’d go so far to say that this ad is the best of the lot.
Isn’t that just brilliant. It’s very Toy Story-esque in it’s delivery. We all wonder what goes on when we’re not around, and now we know that in charity shops, the clothes dance. I’d love to see the behind the scenes footage from the ad, as I was trying to work out how it was done the entire time I was watching it. From what I’ve managed to deduce, all of the clothes and props are vastly oversized, and their are either tiny little people, or even full sized people jumping around and having a whale of a time! If any one knows, please pass on the knowledge.
This isn’t the first time I’ve written about Cadburys. I looked at the ‘Gorilla’ in my dissertation (groan all you want, I’m going to copy and paste a bit of it) and this is part of what I wrote. It was one of the first adverts to start the trend of oblique advertising that we’re seeing so much of these days. Out with the hard sell, in with the fun.
It is not a traditional television advertisement for a number of reasons. It is what I’d define as ‘oblique’, in the sense that while an audience is being entertained, the product and brand they are being sold are held back until the end of the advertisement. In relation, the creative idea of this advert was founded upon the notion that all communications should be as effortlessly enjoyable as eating the bar itself. With this in mind, it appears the ad was meant to spread through the aid of viral marketing, and this message of ‘joy’ would accompany the word of mouth that viral marketing brings. This is reiterated in interviews with Laurence Green, planning director of Fallon where he states;
“Chocolate is about joy and pleasure. For years Cadburys has told us that it was generous, through the glass and a half strap line. We thought, don’t tell us how generous you are; show us. Don’t tell us about joy; show us joy.”
And to follow
“Advertising can be effective without a traditional ‘message’, ‘proposition’ or ‘benefits’.”
With this in mind, the advert was a huge success. Audiences loved the ad for its fresh, unique, sideways look at advertising, while other viewers couldn’t understand the strenuous link between, Phil Collins, a man in the gorilla suit, or the fact the advert had nothing to do with chocolate.
It’s strange really, because I hated that damn gorilla. I do love this particular one though. Well done Fallon, and every one else involved. You should be proud of yourselves.