A Gorilla, Phil Collins and Cadbury’s Dairy Milk

Back in September, Cadbury’s Dairy Milk launched a very clever “gorilla marketing” commercial, literally. Their 90 second Dairy Milk bar video doesn’t feature chocolate once, not verbally or visually, but profiles a Gorilla playing the drums along to a certain Phil Collins “classic”.

Guerilla marketing is a low-budget, unconventional spin on marketing that often doesn’t feature the actual product at all. Also known as stealth marketing, this type of campaign tricks the consumer into thinking about a certain product, without them realizing they have been exposed to commercial advertising.

“The film opens with a title, ‘A Glass And A Half Full Productions presents’”, the Independent reported. “Then we hear the opening bars of the Phil Collins hit ‘In the Air Tonight’. The camera pulls back slowly to reveal that the new face of Cadbury Dairy Milk is in fact a gorilla. The effect is spooky and primal. As the big drum break starts, the camera pulls further back to reveal that the gorilla is hammering an enormous drum kit in a karaoke-style bangalong.”

“It’s such a pompous piece of music and the thrashing of the gorilla is so self-absorbed that the effect is hilarious. It’s short-form comedy just like one of those funny clips you see on YouTube. But it seems to have precious little to do with chocolate.” That’s the point. “People don’t want advertisers droning on and on about their products any more; they want to be entertained.” It’s not just clever marketing; Cadbury has a message in there, too.

I think the use of the Gorilla is very clever, and where would Prime Concern be without mentioning this commercial! No real animals were used in the video—it’s only a man in a hairy gorilla suit explained a Cadbury rep.

+ A Glass and a Half Full Productions

HEADLINES:
[31.08.07] Creative Review
[08.07] FMCG

Advertisements

3 Responses

  1. […] kateandrews Made an interesting post today on primeconcern.wordpress.comThe first paragraph is here: […]

  2. […] kateandrews put an intriguing blog post on A Gorilla, Phil Collins and Cadburyâ Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. […]

  3. […] kateandrews placed an observative post today on A Gorilla, Phil Collins and Cadburyâ Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: