Anybody who grew up in the UK knew which company this advert was for within the first second, even though the brand name only ran for the last three of this sixty second spot. The colour scheme used would have told most, even without the words, ‘A Glass and a Half Full Productions’. As a child a glass and a half was synonymous with Cadbury Dairy Milk Chocolate, and the shade of purple was an integral part of the company’s product branding to this day.
It’s a perfect example of how context makes a world of difference to any kind of PR or marketing. Friends and colleagues from around the world didn’t understand the advert when it first ran – and went viral. When asked about why they made the advert – and what the point of it was – one of Cadbury’s senior marketing executives is reported to have said, ‘It’s a gorilla, playing the drums to a Phil Collins song. That’s the point’.
I wrote a post a few months ago about the recipe for viral video success – something that makes your audience smile and want to share it – and I can’t think of a better example. The slow reveal is genius and the 60 second spot is designed to perfection.