It seems that many people are talking about a gorilla on the drums.
Not just any gorilla but one playing the distinctive Phil Collins drum introduction to "in the air tonight".
This 1.5 minute video is one of the much watched videos on youtube, as these kinds of videos always are. It has also been much celebrated in marketing and advertising press and blogs as a brave and exciting ad campaign in a sea of mediocrity and sameness.
Yes. A drumming gorilla is the latest buzz.
And there is my question and though for pause. Is the buzz about an entertaining, well observed and very well produced clip of an actor in a gorilla suit that is really quite remarkable? Or is the buzz about the new ad for...?
Well, just what is it for? It is for Cadbury's Dairy Milk. The challenge for agency and client when creating something break through and different is how do you marry both the ability to stop people, as this clip does, engage and entertain people (as this clip does) but also ensure people remember what brand it is for.
Time will tell if this ad works in shifting Dairy Milk chocolate bars, but I wonder if this clip is perhaps too early in what could be a creative idea that will ahve a lot of legs. The pay off line is: "A glass and a half of joy".
The idea seems to be interesting and once they had established it and perhaps a look and feel that added to branding (much asa the famous Hamlet cigars had done which this idea seems inspirted by) then you can be even bolder at pushing the boundaries.
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2 comments:
It's just cool. That's it. Cool being the hardest thing to define in the world obviously. It's interesting, fresh and contains many different things to appeal to many different people. The people that like "retro-cool" stuff - ie Phil Collins, the people that like to slag off big brands - i.e. the ones asking if the ad will work and questioning the connection, the people that like to know how something is done - i.e. the ones asking who the man is and how the suit works and the people that just like cool stuff - all of us. My thoughts anyway!
Jonathan
This is just a great example of new type of advertising - advertising being entertaining, delivering content that can be interesting for viewers, not just pushy sales pitch. And it takes advertising a tep further - it's branding through friending (word og of mouth). Good idea!
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