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In 2018, Marketing Week reported how, a decade after it was released, 76% of people remembered that it was an ad for Cadbury despite not featuring any chocolate at all. A large gorilla sitting at a drum kit plays along with the song's famous drum fill. Can he sing too? Sign in to continue. The ad, named by Marketing magazine as the nation’s all-time favourite, was initially shot down by execs but drummed up a significant return on investment, Last modified on Wed 1 Jul 2020 17.30 BST, A brand needs to go to the heart and not to the brain. “When I saw it with my team, there was an instinctive and immediate reaction that it hit the brief in terms of making people feel something. The advertisement has won numerous awards, including the Epica d’Or for Film 2007, the Grand Cristal at Festival de la Publicité de Méribel, Gold at the British Television Advertising Awards 2008,[28] Gold at the Advertising Creative Circle Awards 2008, Gold at the International ANDY Awards, Black and Yellow Pencils at the D&AD Awards 2008, Gold at the Clio Awards 2008, Bronze at the One Show 2008, the FAB Award 2008, Gold at the Fair Go Ad Awards 2008, and the Film Grand Prix Lion at Cannes Lions 2008, widely considered the most prestigious prize within the advertising community. Further online tie-ins were launched, including an online game and a competition to win a gorilla suit, a purple drum kit and a year's supply of bananas and Cadbury chocolate bars.[17]. There was much speculation when the advert first appeared on how it was made – whether the gorilla was real, animatronic or a man in a suit. He practised the Phil Collins solo endlessly to get the right sense of a creature that – as Cabral describes – “has been waiting for this moment all its life”. In August 2008, the advertisement began on Australian television. Sound was designed and arranged by Parv Thind at Wave Studios, London. On 30 March 2008, Cadbury began rolling out the sequel to the Gorilla campaign. This version was heavily criticised by the Australian public because it was seen as an inferior copy of the original and tried to make use of a potential resurgence of John Farnham due to the singer being mentioned in Cold Play concerts at the time. Moving on from the gorilla (and its dancing eyebrows follow-up), Cadbury continued its series of high-concept ads with the ‘Chocolate Charmer’. The only thing that has any relevance to Cadbury is the fact that the back drop behind the gorilla is in the famous Cadbury purple, this shows the strength of the brand: the chocolate bar does not ever have to be mentioned (although it is shown briefly at the end of the advert). Towards the end of the attraction, in the Music Shop, a chocolate DJ ("D.J. The advertisement was premiered on New Zealand television on Monday, 30 June 2008. A version uploaded to the video sharing website YouTube received 500,000 page views in the first week after the launch. The Cadbury’s “Dairy Milk” advert is about a drum playing gorilla playing to … http://www.aglassandahalffullproductions.com/, Cadbury risks Phil Collins revival with gorilla drummer, Cadbury's drumming gorilla spawns Facebook group, Spot the link between a gorilla and chocolate, "Union slams Cadbury's shift to Poland as 700 jobs are cut", "Fallon and MPC 'Go Ape' for Cadbury's Dairy Milk", "Hit or Miss: Cadbury drums up a Dairy Milk hit", "Drumming gorilla hits Canadian movie screens", "Wonderbra gorilla spoof pulled for copyright infringement", "Cadbury launches sequel to drumming gorilla", "Cadbury brings back gorilla ad with Bonnie Tyler remix", Original Gorilla Eclipse of the Heart Remix, https://en.wikipedia.org/w/index.php?title=Gorilla_(advertisement)&oldid=989502535, Winners of the Cannes Lions International Advertising Festival Film Grand Prix, Articles with unsourced statements from April 2020, Articles with specifically marked weasel-worded phrases from April 2020, Articles with unsourced statements from May 2009, Articles with dead external links from December 2017, Articles with permanently dead external links, Creative Commons Attribution-ShareAlike License, This page was last edited on 19 November 2020, at 10:22. The campaign was well received by the British public. [16] The Glass and a Half Full Productions website was created by Hyper as part of a UK-focussed digital marketing strategy. The final ad was presented to the client just over a month after it was commissioned. The response from the public was overwhelmingly positive. The commercial was uploaded to the video sharing website YouTube shortly after it was first broadcast, and was viewed over 500,000 times in the first week. There was a very promising gorilla costume knocking around that had appeared in the 1995 film Congo. Scroll down for more and the Cadbury advert... My mother always told me men were animals but Garon, minus the gorilla suit, turns out to be a gentle, handsome and naturally hirsute 39-year-old. No one knew quite what to say about it - some ads talked about its 'rich nutty flavour' others said 'rich in cream'. The new version paid homage to the internet mash-up artist (Javier Malagón) who remixed the original with Tyler's "Total Eclipse of the Heart". While Cadbury tacitly permitted limited display and modification of the commercial without authorisation,[19] the Wonderbra spot was later removed from YouTube following notification from Phil Collins Limited that the piece infringed its copyright to "In The Air Tonight". It was also re-released in the United Kingdom and Ireland with a new backing track, Bonnie Tyler's "Total Eclipse of the Heart". In mid-2006, a leaking pipe in the company's Marlbrook factory led to 40 cases of salmonella exposure[5] and a product recall costing the company over £20 million. Measurements of public perception of the brand carried out by YouGov showed that 20% more people looked favourably on the brand in the period after the advertisement's general release than in the previous period. A gorilla playing the drums to Phil Collins' In the Air Tonight. The gorilla suit itself was woven from a "fur" of knotted yak hairs, with an animatronic silicone face. It used the original 90 second advertisement, but with the video playing in a loop against the backtracking of the full-length version of Collins' "In the Air Tonight". Email address. As a result, Gorilla had a paradoxical effect on the brand’s future … They hired Garon Michael, an actor with experience in costume work, but not drumming. the actor Garon Michael was hired to fill the central role for his previous work in similar roles, having played great apes in the feature films Congo, Instinct and the 2001 remake of Planet of the Apes. The idea of a gorilla sitting in an empty rehearsal studio, playing the drums to Phil Collins’s 1981 hit In the Air Tonight came to Argentinian director Juan Cabral fully-formed. Directed by Juan Cabral and starred the actor Garon Michael, an with. Success from day one, Cadbury ended its ten-year sponsorship of the ad, the World... 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