This advert is great. It's irrelevance is what makes it relevant. Everything about this advert should stop it from working but that's exactly why it works. The concept of a Gorilla doing a drum solo in any context or situation is fantastic to me anyway and the song they chose (In the air tonight - Phil Collins) is perfect. When approaching this advert, the agency Fallon London proposed to produce "entertainment pieces" instead of using conventional advertising techniques, quite a large risk but one that paid off well.
I can't really say a bad word about this ad, it's well produced, well thought out and brilliantly ridiculous.
The target audience for this ad seems to be pretty wide, covering people of pretty much any age range. Taking the advert on a literal level, children loved it and when stepping back purely to admire the absurdity, adults loved it too.
The ad was well received with 20% more people "looking favourably" on Cadbury's.
The Gorilla advert has gained almost a cult following, even having parody ads made like this one from Wonderbra:
Well done for having a look at the thought behind the advert, even though the advert seems random, there will be a methodology behind it! I think you're right about the target audience, I can't think of anyone who's ever seen it once and not remembered it, which is the sign of a creative and engaging advert.
ReplyDelete