CR Blog

Cadbury's Dairy Milk: Gorilla

Advertising

Posted by Mark Sinclair, 31 August 2007, 15:31    Permalink    Comments (72)

Gorilla
Woah Lord!

Debuting on UK TV tonight, a new spot for Cadbury's Dairy Milk looks set to lodge a certain Phil Collins "classic" well and truly into the collective short-term memory. Seriously, anyone who happens to be watching Big Brother this evening and clocks this fantastic minute-and-a-half spot from Fallon will be unconsciously pumping their fists and going "Woah Lord" til the early hours. You can watch it here.

Gorilla is the first in what's set to be a series of ads that aim simply, as the Cadbury's "Glass and a Half" website has it, "to make you smile" – in the same way the choccy bar does, of course.

The film (written and directed by Sony Balls creative director Juan Cabral) features some lovely touches – the hairy fellow even sports a studio ear-piece – and his facial expressions as the spot reaches its crescendo are a work of genius. Enjoy (we've embedded the film below).

Agency: Fallon
Creative director/copywriter: Juan Cabral

72 Comments

This ad is simply going to clean up at the awards. It's Perfect.
Ian Clarke
2007-08-31 17:33:56


Did I miss something?

Well yes, it's vaguely amusing and quite well done (and I don't work in the field of advertising), but...

what is its point? I know critically acclaimed advertising rarely relates to the subject its selling, but isn't this merely lazy design without a message? It'll get people talking and win everything going no doubt, but it smacks of someone's just watched a few episodes of "The Mighty Boosh" to me and cashing in on the 1980's (and therefore Phil Collins) being "ironically cool" right now...
Sean Thomas
2007-08-31 18:01:27


Absolutely pointless.
SO much fun.

Which is kinda the point.
Ed Wright
2007-08-31 18:04:58


Why are non-sequiturs so often hailed as brilliant?

The only way this becomes effective advertising if it it becomes a series of ads and Cadbury chocolate becomes synonymous with musical primates, like Taco Bell is synonymous with talking Chihuahuas--thus making this branding. Which I doubt is what Cadbury should be going for since premium chocolate has a different target audience than cheap mexican food, e.g. women looking to treat themselves vs. stoned college students with the munchies.

Thus making this ad a pointless act of masturbation by the agency.
Dwarg
2007-08-31 21:59:00


Cleverest viral idea ever. Smart stuff!
Neil T
2007-08-31 22:53:44


Um, what does the monkey have to do with the chocolate bar??? How in the world did Fallon sell this to the client?
Ros
2007-08-31 23:19:51


The advert is not meant to be relevant to the product, it's to simply "to make you smile", and it certainly made me smile. I haven't saw an advert for so long, that captured me the moment my eyes fell upon it, and didn't let me go until the end. It's brilliant!
R Walsh
2007-09-01 01:19:37


It does what it intended to do:
"MAKE YOU SMILE"
I think this is one of the best adverts i have seen for a long time, it has even made me search the web so i can watch it again as it is not been shown often enough,
Well done...
tara wright
2007-09-01 22:57:09


Anyone who things this advert isn't great either knows too much, or not enough about advertising!

It's brought a smile to many a consumer's face, and sparked debate about it. That makes it seem successful to me!
Calum King
2007-09-02 18:27:00


It's certainly good communication when you have to 'explain' your ads on a website. Why don't add a 10 sec clip of Juan himself explaining the ad every time they show it?

Fallon is SO overrated right now.

If you think i'm bitter or jealous of their apparent success, you just aren't getting me at all. Of course, you could go to my website for a full explanation.
Adrien Montagne
2007-09-03 09:03:15


Simply brilliant! The facial and other expressions really touched me.. It's like Phil Collins in a monkey-suit.
And for the discusion if it doet what is is meant to do: Yes, it made me smile happy like a child in a toystore..
Vamos
2007-09-03 09:58:18


It was well executed but it was just a random 'sketch clip'. Saying it makes you smile, like a chocolate bar does, is just a cop out. Beer makes me smile, big loud speakers make me smile, holidays make me smile, high-def television makes me smile, Vanilla Teamakes me smile - that doesn't automatically mean that the adverts for all these products should be random outtakes from Big Train, Vic & Bob or in this case Boosh. Without the lead-in this advert could finish with anything from a government Get the Job You Want strapline or it could be for Um-Bongo - that just seems lazy.
J Taylor
2007-09-03 11:01:43


Hey pues a mí sí que me gusta este anuncio..
Se sale del cliché decirnos lo bueno que es el chocolate para mostrarnos a un jocoso gorila disfrutando de la música que es lo que más le gusta. De hehco el que sea un gorila es llamativo, me recuerda a una película infantil y también al grupo Gorillaz.
Lo dicho unido a lo que se va a comentar este anuncio en la prensa será suficiente para que funcione como una bonita campaña viral de esas que tanto nos gustan..
Joakoss
2007-09-03 12:48:31


Imagine the balls it takes to buy this campaign. With todays valuetests etc, there are not many who would do that. But on the otherhand everyone who sees this will remember it. What were the values of the Bravia-balls ad?
Sebu
2007-09-03 13:46:19


I think the idea of the drumming to “In the air tonight” is to represent the pure pleasure of eating dairy milk (not that I’m a fan of chocolate). Phil Colins was a great drummer and “in the air tonight” (if you’re a drummer), is a great song to drum to because it has a simple powerful drumbeat. The intro to the song shows the gorilla clearing his mind and psyching himself up for three and a half minutes of pure drumming pleasure, I guess that ties in with the glass and a half campaign. Though why they decided to have a gorilla rather than a man I don’t know, I guess it would have been a bit boring if it was just a bloke drumming. Anyway I think it’s a great advert, but I’m not sure if anyone who isn’t a drummer will get it.
Dan
2007-09-03 16:54:17


There definitely has to be a gorilla. It keeps you interested for a whole minute (before the actual action). There could have been a fat bloke or an old lady, but a gorilla is far more interesting. But the dramaturgy, is the key element here. You can feel that there is something in the air tonight. The gorilla is so focused and when he goes off on the drums, hes facial expression and the movements, combined with the song just makes the arena explode. Is it funny? I think it is, but humour is very subjective and nuances are very hard to explain verbally. So either you feel it or then not.
Sebu
2007-09-03 18:04:05


My children almost wet their pants when they watched this..there has been a lack of great adverts for a few years...there used to be an outstanding ad every few months a couple of years ago...
michael francis
2007-09-03 18:17:16


I can't understand the comments of those who think that this is ineffective as a marketing tool, as a peice of TV this is brilliant. The way they have turned a classic song and drummer (anyone else spot phils ubiquitous ear piece?) into a moment of genius is perfect. It has certainly made me ask everyone i work with "if they have seen the new dairy milk advert" As a way of hitting back from the salmonella controversy, not a bad way to kick off a new campaign. Well done Cadbury's
graham mitchell
2007-09-03 21:22:58


Three days after the ad debuts and Google has at least 54,200 search listings for it !
Advertising doesn`t have to be about the product - it needs to attract the most attention possible and gain publicity for the product by association.
This is the best new ad for ages.......We`ve had a particularly dire couple of years with pathetic punchline ads ( "think pink"......."the gesture of love" ) etc which were antique in style 40 years ago. This CDM Gorilla ad is original and refreshing. Hopefully it will introduce a new era of quality TV advertising.
Remember the Guinness White Horses ad ? It wasn`t about Guiness but sold an awful lot of Irish stout.
John B
2007-09-03 23:18:29


fantastic add whan you can make a bloke ?? look so good close up .as for those who cant see the revilace to good old choco than your a no brainer as there is not one its just a great add with cadbureys on the end and you remember that so the adds done its job well done cadburys on a entertaing add
les
2007-09-04 03:05:40


The point of this ad is not to make you buy chocolate; it's an exercise in brand awareness, which it has to be said it achieves very well if this debate is anything to go by. But, I feel Cadbury are losing their way with regard to their brand identity. Their recent atempt to bring Dairy Milk to the forefront of the Cadbury brand has failed miserably and has only served to dilute its other products strengths. A brand must have a personality, and with little 'art director's ego trip' it has told the world it has schizophrenia. Come on Cadbury's, get a grip.
Mick Connor
2007-09-04 10:19:30


Branding or no, I'll buy a Cadbury bar just because this made me laugh. It's also taken the brand a big step out of the stodgy English/creme eggs at Easter image it has with me (I'm in the U.S.). Bravo!
Patrick
2007-09-04 18:40:09


its good advert. but has no relation to the product at all.
jon
2007-09-04 19:01:26


Is everyone not missing the point here a little bit? It's about "moments", the gorilla is waiting for his "moment" to shine. This will be one in a series focusing on moments is my bet. Just like the moment of eating a chocolate bar - chemical rush, satisfying etc...

Plus it's damn funny and visually appealing. So it does both jobs over time.

Fallon are "overrated" in the industry because no one comes close to them for creating ads that work properly. Jealousy is a nasty thing. And no, I don't work there!!! :)
Alex
2007-09-05 12:24:24


Brilliant ad! It's rare I take notce of ads these days but this one made me stop, rewind and watch it again and again. I even remember who/what it's for - even rarer. May not be relevant but who care's? It's fun and it puts a smile on your face. Nice one!
Lee
2007-09-05 13:08:07


A long comment, but one you will hopefully find of interest.

As a supplement to the post it is interesting to note the simplification of the packaging, if not the entire approach to branding. This may be an emerging strategy for global identities (note the new coca-cola can design in the printed instance of CR (September 2007) and the return to a flattened apple sign (http://www.flickr.com/photos/25063064@N00/sets/72157601677228844/)). Gone are the ever evolving and overt complexities that sought to distance the product from competitors (3-dimensional, drop shadow, highlights, hyper-realist illustrations etc.). In these new designs the relations between imagery, logotype, brand name, and product, are made distinct but still retain a total identity. Thus for coca-cola, the can is reduced to a stark (1) red and white, (2) flat logotype (script), and (3) the ribbon. Similarly for cadbury's and apple – for cadbury it's (1) purple and white, (2) flat brand and logotype (which form a single swirling design), and (3) glass and a half being poured (into chocolate chunk), whilst for apple it's (1) 'fruity' rainbow colours, (2) flat apple logo, and (3) and the Myriad typeface.

But this is not a return to simplicity for the sake of some austere notion of 'less is more'. Rather what these appearances seek to do is seize the ownership of specific sites and situations–to convince us of their truth. We can see that it is only those elements which are distinctly enforceable that are retained (e.g. legal trademarks). If competitors attempt to appropriate any of these elements they can expect a lengthy and expensive legal battle–one which the global brands can not only afford to endure, but may instigate where they wish to cripple the strategy of a smaller competitor (e.g. threaten to sue for failure to comply with their demands, knowing that the cost of defence, if lost, would deter all but the most determined).

What these new designs attempt to do is define the line of visual proprietary, and make that territory acceptable and unquestionable. Hence this overtly restrictive legal sphere is offset with the illusion of an 'open', 'shareable' 'community', one greatly informed by the functionality and use of the internet (youtube, myspace, facebook, etc.). The fact that the gorilla video (although entertaining and very well produced and acted) has nothing to do with a branded chocolate should tell us something. Enamoured as we may be by these productions, we are inadvertently asked to spread the word of each brand idnetity, and in doing so we act as carriers of their corporate strategy. That strategy is to direct our attention toward pleasure–"I’ll buy a cadbury bar just because this made me laugh"–and ignore any critical concerns. Indeed it is a battle that seeks to make critique appear futile and overly ascetic. Thus, these companies not only seek to control creativity–to direct and dominate the limits of our creativity–but to make us complicit in that action.
MLA
2007-09-05 14:10:23


absolutely stunning commercial . One of the best for a long time.
paul
2007-09-06 18:22:50


Stunning ad; a real 3 in the morning idea.
I can see it all now; sitting around a desk in the ad agency: "OK, any ideas for the CDM campaign", long pause, sound of someone toking on a weapons grade spliff, slightly shorter pause, and then through a set of clenched teeth that don't want to let any air out..."Yeah man, how about a Gorilla playing the drums".

One question though; who is the drummer in the ad?
Chris Wilson
2007-09-06 19:40:31


"One question though; who is the drummer in the ad?"

See here
CR Patrick Burgoyne
2007-09-06 20:06:54


Thanks for the info.
No wonder his Gorilla mannerisms are so good.
Chris Wilson
2007-09-06 20:20:00


Looks real similar to this West 49 spot that was out in Canada a few months ago.

Available here.

Makes you wonder...
Chris
2007-09-07 20:09:35


surely the point of this ad is:

you used to like gorillas, you still do.
you used to like phil collins, you still do,
you used to like cadbury's dairy milk, you still do
(even though it contains salmonella)
harris
2007-09-07 23:11:02


What an absolutely stunning advert, Ilove it, so full of pure pleasure, what an excellent idea!
Sue
2007-09-09 19:45:14


brill add
ray floyd
2007-09-09 21:49:30


I used to avoid Dairy Milk because it was a bit girly. I now buy Dairy Milk because it is cool, and I don't feel girly with it anymore.

Let's not forget how adverts can work.
Robin Hood
2007-09-10 11:53:46


Let’s not forget how adverts can work against us.
Aporia
2007-09-10 15:56:52


Okay. seriously, LMA that long post, way too deep for me :P. but the ad rocks, and i dont care whether it relates to the product, and i dont beleive its lazy advertising on Fallons part. its a very clever, very engaging peice of television. and who doesnt like big phil collins?, and who wasnt momentarilly fooled by the Gorilla, and as for the glass and a half productions, i was onto the fact it was Cadbury's eitherway. i just sat and enjoyed the amusing elements of it, some people arent light hearted enough to see it and enjoy it for what it is without picking at it...*sniff* sad really.

Laterz.
Squalleternally
2007-09-11 00:02:05


What would we call a person who knocked on our door, unannounced, managed to convince us they needed access to your abode, and then upon their departure we discover they'd ransacked our jewellery and money? A confidence trickster. We may be greatly upset, feel embarrassed at being so gullible and therefore seek to inform our community and the police in an attempt to stop them from doing this again.

What if they came back the next day, but this time dressed as a Gorilla, and they performed a humorous drumming routine. Would we be so willing to allow the access to our private domain? Most certainly. We may be greatly impressed, feel uplifted at being so entertained and therefore seek to inform our community and the company in an attempt to encourage them to do this again.

We should be wary of making such mistakes again, a wolf in gorilla's clothing still delivers a glass half empty.
Aporia
2007-09-11 12:45:13


as a fan of phil collins, i found the clip very amusing and fun to watch .
tony
2007-09-12 15:52:17


I was half watching the King Kong film the other day, and had turned away to read a bit more of the paper. I looked back et the screen and there was this Gorilla, that I thought was sitting in the hold of the ship on his way from the island. Then I hear the music, and I'm thinking, 'I don't remember this being in the soundtrack'.
So we end up having, what is not only one of the best adverts we've seen for a long while, with the best music since somebody used Jefferson Airplane's 'White Rabbit' a few months ago, but the most appropriate slot for an advert
David
2007-09-12 19:14:02


how can i download it i love it
Gary
2007-09-13 00:28:10


I LOVE THE GORILLA PLAYING THE DRUMS!!

Would it be wrong to say that I was ever so slightly 'attracted' to the absolute matchoness of the gorilla???

I watched it over and over again and kept being amused (and still 'attracted') to this magnificant beast playing the drums PERFECTLY!!!

I dont like chocolate (yes, I know....!) but this made me think about it again..I must admit!!

They have not invented the words to let you all know how wondefully brilliant I thought this advert was.

I simply cant wait for the others in the series.

I would love to meet the man in the suit!!!

(Dont hate me!!)
Donna Rowntree
2007-09-13 12:06:00


One of the funniest things I've seen in a long time and so well done! Please tell me ... is it Phil?
Esther Quinn
2007-09-14 18:44:38


Unfortunately not - see here
CR Patrick Burgoyne
2007-09-14 18:59:30


"It does what it intended to do:
“MAKE YOU SMILE”
I think this is one of the best adverts i have seen for a long time, it has even made me search the web so i can watch it again as it is not been shown often enough,
Well done…
Posted by tara wright on 01/09/07, 10:57 pm"

I couldn't have put it better myself, this advert is absolutely brilliant and i can't wait for the next one in the series.
Richard
2007-09-14 21:12:40


Brilliant!!!!!!!! What more can one say!!!!
Dave
2007-09-15 13:06:43


As a lover of Phil Collins AND Cadbury's Dairy Milk this is a winner for me. The nuances on the gorilla's face - brilliant! More please.
mirolle
2007-09-15 22:19:26


simply brilliant !!!!!

makes you smile and feel happy
barry davies
2007-09-16 17:32:54


The Cadbury == purple idea works nicely. It's been done before (and to no ill effect); for example, Gordon's Gin.
Tim Bannister
2007-09-16 23:37:17


Clearly the propaganda machine is still working...

http://video.google.com/videoplay?docid=8953172273825999151&q=bbc4&total=69&start=0&num=10&so=0&type=search&plindex=6
Aporia
2007-09-18 22:54:11


nice add fist song i put on is the add 1 nice going
louise lawson
2007-09-24 20:44:52


i love this video so so much how do you do it i would love to download it but how?
thankyou pleaseeeeeeeeeeeeeeeee
kirstymcmeekin
2007-09-29 12:25:26


Only one thing to say about this Irrelevant add ... "GREAT"
Pete Newman
2007-10-05 19:16:51


u guys are all talkin. job done. Only Honda make better ads. cool.
MICHEALANGELO
2007-10-08 00:44:45


This will become a classic like the Dulux adverts with the old english sheep dog.

Who needs scantily clad women/men drooling over a bar of chocolate - it doesn't make me want to buy it.

I'm sure Phill Collins will be having a chuckle at the send up!

My kids and I just cant wait to see what the next advert will be.

More please !!!
Chocohollic & Co
2007-10-09 17:24:26


so many ads begin well then after a very short space of time you grow bored with them-this ad is simply wonderful.......
deborah
2007-10-12 14:04:00


Well done! That's the best ad I've ever seen for a bar of choccy! The facial expressions and the way he handles himself when he plays the drums is superb. Who's the drummer dressed up as the ape ????????
Paul Edwards
2007-10-21 15:31:06


who is it in the gorrilla suit
rebecca
2007-10-29 18:23:05


Brilliant! I love it almost as much as the Honda Cog advert (although even that wouldn't make me desire a Honda)

Audi's RS4 spider was another good one recently...

The CDM Gorrilla made me smile anyway.... unlike so many annoying adds these days!! like Cilit Bang for instance.. and do they understand the negative effects? I for one would never ever buy Cilit bang... even if it were the last product just like I won't ever shop at Chavcos (tescos)
BladeRunner
2007-10-30 23:15:20


It just came to me today. I just figured out the meaning of this ad. It's a minute and a half long. So it represents a minute and a half of joy=A glass and a half of milk goes into producing the chocolate. A lot of people don't get it. GREAT AD.
Niall Q.
2007-10-31 10:50:01


It's simple: this is the best advert for 10 years.

I can remember some very good adverts before that, in the 80s and early 90s, but since then it's been very poor - until this.
Andy Stidwill
2007-11-13 17:54:27


great song, lasting impressions, thats all that really matters.
rholiday
2008-01-02 00:00:29


What makes this Ad completely amazing in my opinion? The fact that no body in my house can ever sit still and just watch the advert. Everyone just HAS to join in and pretend that they are drumming as well. It is especially amusing seeing my 84 year old Nan pretend to be playing along thinking that no one is watching. Brilliant!
Claire Stevie Karrell
2008-01-14 22:30:17


have any noticed something?

the advert has worked!

not because of the advert but becase no one expected this to come from Cadbury's. as meny people have already said chocolate, dairy milk, etc. so the final stage of this advert is in place. next time you are in a shop and fancy a chocolate bar which BRAND stands out???

and by talking about it makes the advert imprint even deeper.
Ian Leask
2008-01-17 08:56:35


I think the ad is surreal not because it's weird but because it embodies everything Andre Breton the founder of Surrealism believed in.

The Gorilla represents Humans primitive emotions that have been repressed since we evolved, and people still regard primates as our closest link to our ancestors.

And the reason there is no chocolate actually advertisied is beacuse surrealism is about selling a destination. The build up in the music represents the anticipation of the "glass and a half full of joy"
When you bite into the chocolate and feel happy is illustrated by the drums and energy expressed by the Gorilla and music.

This whole ad is about creating another world and the Gorilla is lost in the moment of playing the drums, representing how eating cadburys will allow you a few moments to escape and enjoy the break.
S wait
2008-02-26 12:16:47


luv it!!!! funki gorilla he is mii friend!
lolli pop
2008-03-06 20:58:34


It's brilliant because no one can understand it, but it still lodges in people's minds (in fact, maybe that helps). It has nothing, apart from purple, to do with Dairy Milk but it is still inseparable from the product being advertised.
Lightning Bug Marketing
2008-04-05 21:58:43


Don't care about the chocolate ... gave it up years ago ... its the gorilla does it for me every time!
esther
2008-04-17 16:55:51


this was good
bob sinclare
2008-04-28 12:37:49


Hi

This is a brillant ad. Can some send me this as a file or let me know where I can download it.

Thanks
consultant
2008-06-26 10:49:33


this is the bogs dollocks, the ad makes me smile every time congrats on a brilliant idea
ian jones
2008-09-06 14:17:59


My baby loved it... it must mean something! If its so talked about it matters not if we noticed the brand. Cadbury is popular enough to make me buy it without any advert. But thanks for the reminder and the little humor.
JB
2009-04-08 15:33:51


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