Gorilla (advertisement)

Gorilla is a British advertising campaign launched by Cadbury Schweppes in 2007, for their Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema advertisement, which was created by the advertising agency Fallon London, features a gorilla feeling the air and drumming to the song "In the Air Tonight" by Phil Collins. Directed by Juan Cabral, the ad gained widespread acclaim for its creativity and emotional resonance.

Background

Cadbury was looking to revitalize the Dairy Milk brand and connect with consumers on an emotional level. The concept behind the "Gorilla" advertisement was to link the joy of eating Cadbury Dairy Milk chocolate with moments of pure, uninhibited pleasure, symbolized by the gorilla's passionate drum solo. Despite initial skepticism, the ad's unique approach and execution led to it becoming one of the most memorable and celebrated advertisements of its time.

Production

The production of the "Gorilla" advertisement was notable for its attention to detail and the challenge of creating a realistic gorilla suit. The suit was crafted by a team of special effects artists, with an actor inside performing the drumming. The choice of "In the Air Tonight" was crucial, as its iconic drum solo provided the perfect backdrop for the gorilla's performance, encapsulating the ad's theme of anticipation and release.

Reception

Upon its release, the "Gorilla" advertisement was an instant success, quickly going viral and generating significant media coverage. It was praised for its emotional depth, creativity, and the boldness of its concept. The ad significantly boosted Cadbury Dairy Milk sales and won numerous awards, including the Grand Prix at the Cannes Lions International Advertising Festival.

Impact

The "Gorilla" advertisement had a lasting impact on the advertising industry, demonstrating the power of emotional storytelling and the effectiveness of non-traditional marketing strategies. It led to a series of follow-up campaigns from Cadbury and inspired advertisers worldwide to explore more creative and unconventional approaches to brand promotion.

See Also

• Advertising campaign
• Cadbury Dairy Milk
• Fallon London
• Phil Collins