It looks more like a video installation for a fashion brand, but it’s the new ad for Cadbury Flake which airs tonight on Channel 4…
The spot from Fallon is directed by Baillie Walsh and (story updated) appears to reference his Kate Moss Hologram for Alexander McQueen’s AW06 show (see here). It features Russian model Yulia Lobova sporting a yellow dress, made from 200 metres of fabric by couture designer Anthony Price. As Lobova spins around the swirls of the fabric echo the folds of the Flake chocolate.
That that is basically all that happens is certainly no bad thing. For one, it’s a beautiful piece of film but it’s also far removed from the tired clichés of chocolate indulgence. There’s no mention of “crumbliest” or indeed “flakiest”, the tagline that has supported the brand for 50 years.
The new TV campaign airs tonight (8 June) at 8.30pm on Channel 4 in the UK.
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