Cadbury's statement: "Drumming gorillas, Phil Collins and Glass And A Half Full Productions? Well it just seemed like the right thing to do. There's no clever science behind it - it's just an effort to make you smile, in exactly the same way Cadbury Dairy Milk does. And that's what we aim to continue to do; simply make you smile. So if a drumming gorilla's not enough, wait until you see what else we have up our sleeves. Sign up if you're curious..."
This advert starts off with a purple background and the 'Glass And A Half Full Production' text and logo in the centre. The camera then pans right to a close up a Gorillas eyes and nose and moves around a little as the gorilla slowly blinks. We then see a medium shot of the gorilla moving his head up and down as if he is taking very deep breaths, with his eyes closed. Then, we see an extreme close up the gorilla's nose, which quickly pans out to be a close up of the eyes and nose again. The camera carries on panning out until we can see the gorilla's whole face and the tops of his shoulders as he carries on breathing heavily. We then get another close up shot of just the gorilla's face and he grunts in the direction of the camera. The whole time, we can hear music by Phil Collins (In The Air Tonight) playing in the background. The camera then pans out slowly as we see the gorilla shut his eyes and tilt his head from one side to the other as if to 'limber up' for something. As the camera carries on panning, we see that the gorilla is sat behind a drum kit, and appears to be in some sort of studio. The gorilla then takes one huge breath, and as the drums start in the Phil Collins music, the gorilla starts to enthusiastically play the drums too. This is a mid-long shot as the gorilla starts to play, before cutting quickly to a mid shot of his head and shoulders and we can still him lifting the drumsticks and slamming them down as he plays. In this shot, we can also see that the gorilla has an ear piece in his left ear, and we can also see that he is happy as he starts to smile, showing some of his sharp teeth. It then goes back to a long shot where we can see the whole gorilla and the whole drum kit, as he carries on playing, using his whole body to get into rhythm. The camera then pans out so that we slowly see more and more of the studio. (speakers, microphones etc.) and as a microphone appears, the screen fades to purple and an animated image of a Dairy Milk bar appears on screen and again in white text, 'A Glass And A Half Full Of Joy' appears on screen under the chocolate bar.
This advert was planned, filmed and broadcasted shortly after Cadbury's had an issue with their chocolate being found to have salmonella bacteria in it. Cadbury's then had to find a way to come back and get a good reputation again. Although a gorilla playing the drums doesn't have anything to do with chocolate, it is something that will be remembered. The use of purple also reminds everyone that it is a Cadbury's production, and whether they like the advert or hate it, people will more than likely remember that it is Cadbury's, then, when looking for chocolate, they will probably choose it, as people are usually drawn to familiar things that they know.
Proof of this working is that the advert went viral pretty quickly. People were sharing it on facebook, twitter and other social networking sites, saying many things about it. Even the people that hated it and shared it in order to say how bad they think it is, they were encouraging other people to watch it, which is what the company wanted, more people to watch the advert and remember them for it.
Watching this advert, I feel that it is a great production that did very well. The figures rose impressively after this advert was broadcasted on tv and online, proving that this approach to the campaign worked how they wanted it to. Watching this advert makes me feel happy, seeing something which you don't see every day, or probably ever, -a gorilla playing Phil Collins on the drums- makes me smile and sometimes even laugh a little. This feeling is then linked to this advert, which is then linked to the company, so it will then make me associate Cadbury's with happiness and joy, encouraging me to buy it.
This advert was planned, filmed and broadcasted shortly after Cadbury's had an issue with their chocolate being found to have salmonella bacteria in it. Cadbury's then had to find a way to come back and get a good reputation again. Although a gorilla playing the drums doesn't have anything to do with chocolate, it is something that will be remembered. The use of purple also reminds everyone that it is a Cadbury's production, and whether they like the advert or hate it, people will more than likely remember that it is Cadbury's, then, when looking for chocolate, they will probably choose it, as people are usually drawn to familiar things that they know.
Proof of this working is that the advert went viral pretty quickly. People were sharing it on facebook, twitter and other social networking sites, saying many things about it. Even the people that hated it and shared it in order to say how bad they think it is, they were encouraging other people to watch it, which is what the company wanted, more people to watch the advert and remember them for it.
Watching this advert, I feel that it is a great production that did very well. The figures rose impressively after this advert was broadcasted on tv and online, proving that this approach to the campaign worked how they wanted it to. Watching this advert makes me feel happy, seeing something which you don't see every day, or probably ever, -a gorilla playing Phil Collins on the drums- makes me smile and sometimes even laugh a little. This feeling is then linked to this advert, which is then linked to the company, so it will then make me associate Cadbury's with happiness and joy, encouraging me to buy it.
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