I’ve got a funny story to share with you about the latest Cadbury ad. Well – I thought it was funny anyway :)
Last night, in an ad break during the Big Brother final (congratulations to Rachel, by the way), the latest “Cadbury Gorilla” ad was aired. For those of you who missed it, here it is:
(By the way – if you’re visiting from a work computer and YouTube is blocked, you might find the Flash version works better).
So, there’s Mr Doo, the daughter and myself, sitting in the living room watching the ad. Says Mr Doo: “Well that was a stupid advert. What have a gorilla and a drumkit got to do with chocolate?”
Daughter and I – both chocolate addicts, while Mr Doo can’t stand the stuff – try to explain that it’s a metaphor for the way chocolate makes you feel.
“What, sick?” quips Mr Doo. “I still don’t see the connection between a drumming gorilla and a bar of chocolate.”
No, we explain, it’s not about gorillas or drumkits; it’s about the chemical reaction that goes on in your brain when you eat chocolate. Chocolate contains a chemical that stimulates your body’s natural endorphins, the “feel good” hormones that block pain and make you feel pleasure. The first part of the ad symbolises the chocolate going into your mouth and melting on your tongue, while the bit where the gorilla starts bashing the drums symbolises the endorphins kicking in – that moment of pure pleasure and abandon – hence the closing statement “a glass and a half full of joy”.
“Well that’s just ridiculous,” insists Mr Doo. “I don’t know where you get that from – it’s a bloody gorilla playing drums, and it has nothing whatsoever to do with chocolate.”
Daughter and I roll our eyes at each other. “Mr Doo,” I admonish, losing my patience a bit, “you really do see the world in black and white. Why can’t you see a few shades of grey in between? IT’S NOT ABOUT THE GORILLA. IT’S NOT ABOUT THE DRUMKIT. It’s a bloodly METAPHOR!” Daughter nods in agreement, and giggles.
Mr Doo shrugs.
“Well,” he says, “that’s all well and good, but it’s still a pointless advert. I mean, for God’s sake, why go to all that trouble just to advertise a stupid bar of chocolate?”
“But it’s actually a great ad,” I tell him. “It works because it connects with viewers’ emotional responses to eating chocolate – it’s spot on. I totally get it, even if you don’t.” Daughter again nods in agreement.
“Waste of money, if you ask me,” Mr Doo grumbles. “I mean…” – and I swear this is true; you honestly couldn’t make it up – “fancy going to all the expense of training a gorilla to play the drums…”
Hahaha… Mr Doo is an intelligent man, but sometimes intelligence is no substitute for common sense.