01.27A Different Kind of Chocolate
Post by Piotr Jakubowski
Visit his blog at:
http://piotrj.wordpress.com/
What does a gorilla, airport trucks and dancing eyebrows have in common?
Apparently chocolate.
A Glass and a Half Full Productions has been masterminded by Fallon in London and is a faux-production house that makes spots showcasing Cadbury’s Milk Chocolate (which happens to be one of my favorite too). The stars of these shorts aren’t the bars of chocolate themselves – they only appear at the end, but the quirky subjects seemingly pulled out of the air by the creative team at Fallon.
So what does a gorilla playing drums to Phil Collin’s “In the Air Tonight”, a group of airport machines racing to “Don’t Stop Me Now” by Queen and two small kids with dancing eyebrows have in common? Attention.
In an environment where people are bombarded by thousands of images a day, there are different strategies that break through the clutter. In this case, we have a collection of spots that pull people in far enough that they watch to the end – just when the company is revealed.
Whether these spots have anything to do with chocolate, who really cares – because at the end of the day the PR outweighs everything. With a few people passing it along online, the campaign goes viral.
Did you see that Cadbury gorilla playing drums last night?
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Good points. I do think the simplicity of the product helps. It’s a low involvement product, and you don’t need to be convinced to buy delicious chocolate. But, brand matters when you’re staring at the wall of chocolate at your local Wal-Mart and must decide which one to pick.
If only every client believed in the power of creativity.
January 27th, 2009 at 11:14 am
[...] post about Converse. Some companies do a fantastic job at creating videos that get passed around, Cadbury being one of the best. Who can forget that gorilla playing drums to Phil Collins’ “In The Air [...]
March 10th, 2009 at 5:46 am
[...] post about Converse. Some companies do a fantastic job at creating videos that get passed around, Cadbury being one of the best. Who can forget that gorilla playing drums to Phil Collins’ “In The Air [...]
March 10th, 2009 at 6:08 pm