Gorilla -Cadbury Dairy Milk (cannes lions 2008 grand prix)

Gorilla -Cadbury Dairy Milk (cannes lions 2008 grand prix)
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Gorilla -Cadbury Dairy Milk



Type Of Entry: Product & Service
Category: Sweet Foods & Snacks
Title: GORILLA
Advertiser: CADBURY
Product/Service: DAIRY MILK
Entrant Company: FALLON LONDON
Country: UNITED KINGDOM
Advertising Agency: FALLON LONDON
Country: UNITED KINGDOM
Executive Creative Director: Richard Flintham
Creative Director: Juan Cabral
Copywriter: Juan Cabral
Art Director: Juan Cabral
Agency Producer: Nicky Barnes
Account Supervisor: Chris Willingham
Production Company, City: BLINK, London
Country: UNITED KINGDOM
Producer: Matthew Fone
Director: Juan Cabral
D.O.P/Lighting Cameraman: Daniel Bronks
Editor: Joe Guest
Music - Artist/Title: Phil Collins/In The Air Tonight
Sound Design/Arrangement: Parv Thind @ Wave
Post Production: MPC



Synopsis
We hear 'In the air tonight' by Phil Collins as we realize we're in front of a calm looking gorilla. 'I've been waiting for this moment for all of my life…' The ape stretches its neck like a heavyweight boxer would do before a fight. He's sitting in front of a massive drum kit as the best drum fill of the history of rock is coming. The Gorilla knows this. He smashes the drums phenomenally - feeling every beat. The camera leaves the ape and his drum. United, the way they are meant to be.

Comment;

was at a research conference today and despite the ad being a year old the Cadbury’s Gorilla ad still hangs over every single example and presentation. It’s one of those genuinely great ads, not because people love it, but because people even now just don’t get it.
Influx Insights have put together their five lessons from the Gorilla:
1.Sales Performance: It worked- Dairy Milk got a 9% bump in sales
2. Some Creatives Get the New World: Creatives liked it and it won big at awards shows including Cannes
3. Some Creatives Don’t Get the New World: Creatives didn’t like it- it caused some significant debate at awards shows including Cannes
4. There’s No Such thing As A Formula: It’s hard to repeat success- the second spot, despite it’s craziness could not capture in the way Phil and the gorilla did
5. The Planners Worked Hard: Despite the feeling that planners weren’t involved in this- they did a ton of work setting the stage for the client to accept a new form of advertising. Things like:
- Why being matters more than saying- Being true to yourself, rather than pretending to be something you are not- Being authentic vs. contrived- The idea of brands taking on the role of entertainers.
6. Research Can’t Explain Everything: This thing was tested to death- it blew the lid off Millward Brown’s ad testing scores, but the company couldn’t explain why.

Link: http://www.marktd.com/2008/07/5-lessons-from-the-gorilla.html