1. I think this advert was one of the most effective ads of the last decade. I remember everybody asking one another if they had seen it yet. Brilliant! Once you had watched it, it was just so memorable. The fact Chloe and Myles picked it 5 years on just proves that.
2. Personally, i like the music. It makes you sit there and air drum on your sofa. The fact its such a serious gorilla makes you smile at its abnormality. The thing i like most about it is the surreality of it. A gorilla on drums playing to phil collins and a milk chocolate bar. No relevance, and thats the magic of it.
3. There is not much to dislike about this advert. I suppose my one complaint is that there is not more of it.
4. Dairy milk is aimed at the chocolate loving kids to the traditional "glass and a half full" geriatrics. The coolness of a gorilla on drums appeals to the younger generation. The humour of it all appeals to the older generation. Then the use of phil collins track and the previous two points all contribute to communication to the population in between the extremes.
5. The gorilla is perfect for what they were trying to convey. It was stepping away from the traditional ads in order to improve the populations view and almost refresh their reputation. It also appealed to all those animal loving people out there.
6. The producers of the advert wanted to get the feeling of pure JOY across. This links in with the current society very well. As we were just plummeting into a hard recession. News stories were of protests and the only positive thing was the unveiling of the iphone in january that year. Therefore a little bit of light in a dark place was their aim. And they succeeded.
You've spoke about how the advert appeals to different generations, the brief you are working on also needs to appeal to different generations, so this advert should help you with that. It seems like you are a fan of the way the advert has a very obvious irrelevance to the product, the reason why both the adverts I have given you to look at were for confectionary was so you can get an idea of the styles that are commonly used. The adverts are allowed to be frivolous because the product is too. I am not sure if you have come across the FCB strategy model before but here is a link to it:
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Try and place your product/adverts somewhere on this model.
Interesting strategy
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Perhaps you could look again at the gorrila ad and figure out the connections with the feeling of joy and possibly the 'pleasure principle', since we were looking at Surrealism.
ReplyDeleteNice to see Chloe commmenting too.
best,
Janine
The pleasure principle exhibition at the tate liverpool was a great collection of Rene Magrittes surreal paintings. It was a perfect depiction of the way he famously depicted everyday objects such as apples, bowler hats and pipes in unusual settings, Magritte’s art plays with the idea of reality and illusion. Many advertisers have been heavily influenced, throughout the decades, by some of the work featured in this exhibition. This Cadbury's advert is another example of Magritte's influence. Placing the gorilla in very unusual surroundings (for a gorilla) plays to the pleasure principle and successfully induces intrigue in the majority of its viewers.
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