Cadbury’s Gorilla

If you're one of the few who hasn't yet seen Cadbury's gorilla viral,
here it is - the first interesting commercial to come out of
Bournville since the 1960s.



There is a theory that if you're a brand leader you can't afford to
run risky advertising (for risky read interesting, entertaining,
witty). Certainly Cadbury have been massively risk averse until
now.

What sparked the change of direction? Was it, perhaps, that after
so much awful publicity they realised they had better start trying to
make friends, and quickly?

You will remember that as well as a glass-and-a-half of milk,
Cadbury's products were found also to contain salmonella. When
news of this seeped out, with supreme corporate arrogance, they
ignored the problem until the PR backlash persuaded senior
managers to start eating humble pie.

The real risk for Cadbury was that if they didn't do something
radical, their image might remain forever tarnished.
The viral was written and directed by a creative phenomenon
called Juan Cabral. A year ago he became the first person to win
two Grand Prix at Cannes, for television with Sony Balls, and for
posters with a campaign for the Tate Gallery. Almost everything he
touches turns to gold.

Hailing from Argentina, he's not yet 30. No doubt rival agencies
are already waving wads of cash at him, promising the earth should
he care to defect from Fallon London.

Perhaps the real star is the client who both briefed for and bought
this ad. While the brand risked little in trying to get beyond the
salmonella disaster, the individual who signed off on it risked
ridicule, even the sack. Fortunately, he or she is a glass-and-a-half
full type. Bravo.

/Patrick Collister/