Cadbury’s Dairy Milk - Gorilla Playing Drums
September 27th, 2007Now, I think this entry in TVs Worst Adverts is going to be slightly contentious but…
Without wanting to sound more pompous than Noel Edmonds does on Deal or No Deal (”Welcome to the Dream Factory…”) I like to think that TVs Worst Adverts is a conduit for you, the general TV advert hating public to vent your spleen. That’s why I have the link to Submit a Bad Ad there.
And that’s the link Darren clicked. He then even went and filled out the form:
“It’s the new Cadbury Dairy Milk ad with the gorilla playing the drums along to a Phil Collins song.
What is the meaning of this?? Eating mass-produced middle-market chocolate is like being a giant ape? It just makes NO sense at all!!
The ad company and Cadbury marketing must be on fabulous drugs.”
Brett Archibald did the same as Darren:
“Your web site means nothing unless you have that stupid fucking totally pointless and annoying Cadbury\’s gorilla advert…
I mean, just what the fuck is the point??!!”
I may be reading between the lines a little here but what I’m getting from their comments is that they don’t understand the point of the advert and pretty much hate it.
So, if you haven’t seen it on TV (or every other blog about advertising) here’s the advert:
I’ve got my own opinion of the advert (seeing I spend all my time thinking about adverts now-a-days) but I’m going to let you jump into the “crazy chair” and let me know what you think the adverts about in the comments below.
In fact, I can sense you’re about to write something now. You are, aren’t you?
Don’t ask me how I knew, I could just feel it coming in the air so, go on, write it. WRITE IT!
(4.7)
68Responses:
Wodge
September 28th, 2007 11:02 am
Oh come on! This has to be the best ad ever.
The producers have said that the drumming gorilla has nothing to do with chocolate. They just wanted to make something that was fun.
Simon
September 28th, 2007 3:40 pm
I think this advert rocks - pure enjoyment is how I read it - the moment they try to capture is joy - and for me they hit it slap bang in the middle. The benefit of doing something different is as ever challanging and who know it may not raise their brand profile but here we are all talking about the merits of their approach.
Craig
September 29th, 2007 4:05 am
Gorillas = Cool, Phil Colins = Cool, Drum Kits = Cool…. You see where I’m going with this?
clangnuts
September 29th, 2007 11:05 pm
I love this advert, BUT I hate the shortened version they have been showing lately. What’s the point of that???
Long version - GREAT
Short version - Completely pointless and annoying!
Silky
September 30th, 2007 8:19 pm
Yeah, just seen the shortened version and, apart from being a reminder back to the longer version, it does seem pointless, Clagnuts.
Al
October 6th, 2007 11:17 pm
I do like the Gorilla ad. I feel sorry for Phil Collins’ drummer … surely having an ape do as good a job as you did is an insult? But yes, the long version is cool … the short version is just rubbish.
I’m waiting for a Lemur on the guitar to play Chicago ‘If you leave me now’ … pull your finger out Cadburys …
Joanna Butler
October 8th, 2007 12:58 pm
i hate that advert more than i hate the fat dancing woman out the Halifax advert and thats saying something!
Mister Al
October 10th, 2007 4:19 pm
> I feel sorry for Phil Collins’ drummer…
That would be Phil Collins himself then.
Silky
October 10th, 2007 7:56 pm
Yes, Mister Al, Phil is a man of many talents…
Lenny Saturn
October 10th, 2007 8:12 pm
There’s always been ads that don’t make sense (The Guiness dance, Perfume ads, blinking Crusha cats, etc) - they’re just meant to make you watch for long enough for maximum brand recognition. I really want to hate this ad but it’s not shouting “Cillit (bloody) Bang!!” at me, or repeating the same phrase.. the same phrase.. I said, the same phrase over and over again or planting an infuriating tune in my head. All it does is to wallow in the pure enjoyment of a magic musical moment - so even if it does only make as much sense as a line of tap dancing zebras it serves it’s purpose.. and got me interested enough to take on the name of the product. Marketing genius. (Look out for the zebras)
Al
October 11th, 2007 1:32 am
Oh no … I feel even more sorry for Phil Collins’ drummer now … not only can he be replaced by a gorilla …. he can also be mistaken for Phil Collins. I’m going to start up a charity to help this poor mysterious chap.
ian
October 11th, 2007 8:03 pm
The thing is though, if you’re going to go to the effort of licensing a Phil Collins track and get someone to play along to it in an ape suit then you might as well get it absolutely right and make sure he plays the damn thing right. Not to put too fine a point on it but there’s at least a couple of paradiddles that the apeman decided to skip.
Mike Empuria
October 14th, 2007 8:47 am
To be fair ian we’ve all skipped a couple of paradiddles at one time or another. Great advert and Simon hit the nail on the head when he said it was about pure enjoyment.
Martyn
October 16th, 2007 11:32 am
Your missing the point totally….the whole point of viral advertising and its associated genre’s is that PEOPLE TALK ABOUT IT!…which is being proven here…whether you hate it or love it..people are still discussing that very point in pubs, schools and lecture halls across the country, congratulations…the add worked…your now influenced by the media.
I for one think the advert is a brilliant example of marketing, i study advertising design at University, and this is hot topic right now.
Joanna Butler
October 16th, 2007 1:52 pm
and don’t you just sound like and advertising design student.
Phil
October 16th, 2007 2:45 pm
Yeah, I’m inclined to agree with the generally positive vibe about this advert. It’s a clever move, designed to get people talking, ranting, shouting, throwing things etc etc. Whatever the response, it increases brand awareness. Couple this with the fact that they’ll probably win an award for it, and you’re looking at a major success.
chris
October 16th, 2007 10:14 pm
Great advert. But for *chocolate*??? nah…. So what would this be a good advert for? Ideas anybody?
Mike Empuria
October 16th, 2007 10:23 pm
I suppose Chris it would be a great advert for selling drum kits to monkeys (or monkeys to drum kits).
Mike Empuria
October 16th, 2007 10:26 pm
Just had another thought. Bet this is quite a good advert for selling “Face Value”
Martyn
October 16th, 2007 10:34 pm
Miss Bulter, i sensed a derogatory tone in your comment…funny actually, that you sounded like you knew what was involved in my course, even funnier seeming as im at the only university in the country offering it.
Please enlighten me to your comment.
Mike Empuria
October 16th, 2007 11:18 pm
Me first! Me First!
I love it when people discuss stuff on blog comments, but to start a response with “Miss Butler” is just asking for grief.
Martyn, you did everything right. Almost.
Your original post was excellent. The reasoning behind your point was perfect and you even gave it legitimacy by relating it to your course. This was the best response to the topic.
Then you blew it.
You reacted to a comment that you could have ignored. You used a tone that was unnecessary for a reaction to a one liner and you made a statement that anyone with Google could refute:
“im at the only university in the country offering it”
Winchester School of Art do Advertising Design, so does Salford University, Anglia Ruskin University, The University of Bedfordshire, Leeds College of Art and Design and possibly the Newport School of Art (website down, can’t confirm).
Which one are you at?
Joanna Butler
October 17th, 2007 12:12 pm
Bulter? last time i looked my surname was Butler.
lol @Mike Empuria.
Stuart
October 17th, 2007 7:17 pm
I hate hate hate hate it so much I either have to mute the bloody awful noise or press the button as fast as I can.
Testoni
October 18th, 2007 8:05 pm
Crikey, I’ve certainly learned a valuable lesson about blog comment-posting etiquette. As for the advert, it seems to me like an excellent exploitation of classic juxtaposition: a gorilla (one the word’s hairiest animals) drumming along to Phil Collins (one of the least hairy).
Cadbury’s were originally going to use Salman Rushdie playing the saxophone to an Ella Fitzgerald song, but the execs thought maybe Salman/Ella wasn’t the best ploy for them in the light of recent corporate scandals.
(That was a truly awful pun. I apologise for lowering the tone of this otherwise learned discussion.)
Mike Empuria
October 18th, 2007 8:57 pm
Salman/Ella
How many years have you waited to use that line?
Excellent.
mark
October 18th, 2007 10:01 pm
YOU ALL NEED A LIFE,BIG TIME.
Silky
October 19th, 2007 6:24 am
Yes, Testoni, excellent joke!
Right, I’m off to get a life, BIG TIME.
russell
October 21st, 2007 8:54 pm
1) Martyn, Come on now, none of those is a “university” in the real sense of the word.
2) Joanne, Of course he spells your name incorrectly, he’s even mistakenly used a Y instead of an I in his own.
3) Mr Saturn, I never thought I’d ever find “Phil Collins” and “magic musical moment” within the same paragraph.
4) The advert fails because Phil Collins is seriously uncool nowadays and his back catalogue is on a par with the Birdie Song.
Joanna Butler
October 21st, 2007 8:56 pm
after 26 years i never tire of being called Joanne Bulter by people who are too lazy to read my name correctly, my first name is not Joanne and my surname is not Bulter!!!!!!!!!!!!!!! lol!
russell
October 21st, 2007 9:23 pm
Sorry Joan, let me buy you a Flake to compensate? Salmonella free… honest.
Alanah
October 24th, 2007 8:26 pm
It terrifies me.
Im scared of people in Gorilla costumes.
But the song is awesome.
Russell
October 25th, 2007 6:18 am
Can we stop this Phil Collins admiration? He’s not a musician, he’s just a poor singer who got lucky. He made his money, made a film, left his wife and left the country.
In the 70s my mum got me a pair of white flared jeans that were labelled “Gaystyle”… but I’m more embarassed by the fact that I bought the Genesis album ‘And then there were 3.’
Darren
October 29th, 2007 8:45 pm
Crikey. I wish I never filled out that damn form - yes, that was me. I had no idea that gorillas flogging low-rent choc would be so contentious….
Silky
October 29th, 2007 9:39 pm
Whoa there, Darren!
Let’s not get carried away, it was a good thing you did filling out the form.
Now, shoulders back, head up and have some pride in filling out online forms!
timmymagic
November 6th, 2007 10:16 am
So people are all talking about a monkey playing drums. How many of them are talking about chocolate.
“Hey did you see that ad with the gorilla playing drums?”
“yeah. Wanna go buy some chocolate?”
“Only if we can put our hands in each others back pockets”
Its not been long enough for phil Collins to be cool again yet, they hit the mark too early. The actual song in its entirity - which they have to play in full on the radio now - is pretty dull. And the Phil Collins greatest hits album just released reaks of desperation. Nope, Collins still not cool.
Mike Empuria
November 6th, 2007 5:06 pm
I’m sorry timmymagic but to some of us “In the Air Tonight” is not dull. It evokes a whole gamut of emotions. Admittedly we are of a certain age and admittedly the emotion was about pulling at a disco but hey, anything that reminds me of Suzie Slater has to be good!
As for Phil Collins not being cool; how come Eminem uses this exact track inter textually?
“You know the song by Phil Collins, ‘In the Air of the Night’
about that guy who coulda saved that other guy from drowning
but didn’t, then Phil saw it all, then at a a show he found him?
That’s kinda how this is, you coulda rescued me from drowning”
Quoted by Eminem in a song featuring Dido? Now that is cool!
timmymagic
November 6th, 2007 11:16 pm
Dont get me started on Dido. Im sure she’s plagued our TVs, no doubt in some airy-fairy, early Learning Centre mobile phone ad.
But each to their own. My gran likes Phil Collins, so you’re not alone there.
Mister Al
November 6th, 2007 11:25 pm
Are there still people out there who decide what music they’re allowed to listen to based on how ‘cool’ it supposedly is?
That’s not cool.
Mike Empuria
November 7th, 2007 12:04 am
“My gran likes Phil Collins, so you’re not alone there.”
Mr Magic, I sensed a derogatory tone in your comment…
Mike Empuria
November 7th, 2007 12:31 am
I’ve just realised something. Our Lord and Master, he who shall be named Silky said “I’ve got my own opinion of the advert…”
Well my Lord (must stop watching Robin Hood) what IS your opinion? Your loyal servants have voted and the ad isn’t even near the top 10 and that’s after nearly two months of debate. Hell, only 26 people bothered to vote it as being bad.
Silky
November 7th, 2007 7:23 am
OK, enough of the Nathan Barley Preacher Man-isms. They are well brown.
Well…
I think that Cadbury’s needed to get people thinking about something other than salmonella whenever their chocolate is mentioned. I think they’ve tried to evoke “pure pleasure” through the advert which for they succeeded to a degree. I still smile every time I see it.
On the Phil Collins front, I suspect they picked him because he’s a bit of a “guilty pleasure”. We hate to love his songs, plus “In the air tonight” has a drummy bit in it (with loads of paradiddles) that a man in a monkey suit could play.
Finally, a little story:
When Collins’ “best of” album came out a few years back I was walking along the street with a mate of mine when we saw a billboard advertising the album. My mate said:
“‘Phil Collins: Hits’. Do you think that’s an anagram?”.
I do. I do.
merkava
November 14th, 2007 4:38 pm
Rubbish advert.
Rubbish song.
Rubbish drumming. This last one is not contentious at all, the drumming in this awful (sounds like it was recorded in an empty warehouse on a binatone stereo) song is about the same standard as Tony McCarroll on Oasis’ Definitely Maybe.
Lastly, the gorilla looks rubbish too, exactly like what it is, a bloke in a suit.
Roger
November 14th, 2007 11:22 pm
Where is your imagination? What’s happened to people’s ability to visualise. Merkava suggests the gorilla doesn’t look too real. Well Kermit doesn’t look too good, and the honey monster is definately looking false - I know what monsters look like and this one just isn’t the real McCoy. As for compalints about what the advertisers where trying to visualise - well, just think about all those car adverts that turn into transformers!!! (Peurgeot).
Well I really can’t be bothered trying to think of all those other STUPID adverts that you seem to forget make up a large chunk of our TV. All I know is - I enjoy the Cadbury’s advert. My compliments and thanks to those who made it!
Kevin from Canada
November 23rd, 2007 1:45 am
dear everyone who ever said anything bad about how confusing this commercial is
stop acting like american’s and hating things because you don’t understand them, get with the program and love this commercial up
it’s hilarious and fun, entertaining and happy
so leave it alone
p.s.
everyone loves phil collins.
Russell
November 25th, 2007 3:30 pm
Kevin, I believe people from the country that gave us Celine Dion have been barred from musical debate; sorry Kev, it’s the law, I don’t make the rules. And I wouldn’t worry about us becoming too American until we start misspelling ‘programme’ too.
colin
November 27th, 2007 10:24 pm
JUST LOOK AT THE REACTION THE GORILLA AD HAS CREATED! IT IS WITHOUT A DOUBT THE MOST CREATIVE AD OF THE YEAR!! I WATCH TELLY JUST TO SEE IT!!! IT SHOULD BE ON ‘THE BEST TV ADS’ WEBSITE!!!! OUTSTANDING!!!!!
timmymagic
November 27th, 2007 10:29 pm
Lay off the sherbert Colin.
Jonny
November 30th, 2007 10:11 pm
oh my goodness, everybody going on about it makes no sense. Look up Dali, Bunuel, Artaud - its called SURREALISM. Im 17 for goodness sake and study film studies, we looked at this advert in A-level class, its surrealism. Read up on it for goodness sake before you all go on about how it makes no sense and sticking chocolate to a music-making-gorilla means nothing!
Silky
November 30th, 2007 10:50 pm
Thanks for the comment, Jonny.
But surely when you consider Freud’s criticism of surrealism and the surrealist movement, what is classed as surrealism is far from the physic automatism proclaimed in Breton’s manifesto.
Nearly as far from surrealism as this advert, in fact. For it is as contrived as every other advertising campaign on the tele.
Now away with you, for I have to finish eating this umbrella…
anonymous
December 6th, 2007 6:57 pm
wtf has that got 2 do with chocolate????? i dont mind it tooo much, i like the song..!!! i dont usually like phil collins music, but this is cool
aaron
December 19th, 2007 2:09 pm
its mint its the best advert ever
mark
January 7th, 2008 4:14 pm
It made me smile so i can accept the ‘little moment of joy or fun’ idea but the problem is Cadbury is not actually proper chocolate and anyone with any taste would never put it in their mouth. Cadbury makes me feel the opposite of joy!
soapy
January 7th, 2008 7:03 pm
Phil Collins cool??? My 18 year old daughters grandfather performing an impromptu beatboxing session at her birthday party would be cooler than him.
Katherine
January 31st, 2008 2:56 pm
hehe..its quite comical when people take these things way too seriously…
I think the advert is funny - my other half loves it and when it first came out it did eventually grate on my last nerve as he played it repeatedly! But its not as bad as some of the adverts out there (i.e. ‘Barry Scott’ with Cillit Bang!)
Surely it doesn’t have to make sense or be entertaining or instantly make you think of the brand it advertises.
At the end of the day, whether its a good advert or not - what do you think of the minute you hear the song playing? Ok I don’t instantly jump to Cadbury, but I do think of that dam gorilla and thats all their after.
Russell
January 31st, 2008 5:25 pm
Don’t be too dismissive Katherine, an unexpected burst of Phil Colloins when I’m not braced for it can bring me out in a rash
Emma
February 10th, 2008 2:50 pm
I absolutley love that ad its brilliant…..its just supposed to make u smile its not supposed to mean anythin about eatin the chocolate go on the cadburys website and check it out urself….anyway i love this ad…
Gabbi London
February 15th, 2008 10:14 pm
The Ad is good cos it makes you think, what the hell was that about?? and then you remember it, hence remembering the Cadbury brand. So Cadbury achieve what they set out to do….YOU BUY MORE CHOCOLATE!
Matt
February 16th, 2008 11:18 am
Although I love this advert i’m not particularly influenced to buy any more chocolate from Cadbury, it hasn’t raised awareness of the brand to me any further (they are a massive company in the world of chocolate anyway!) all it has done is bring a smile to my face! I would like to shake the hand/hands of the men/women who made this ad. Pure quality advertising!
Matt
February 16th, 2008 11:21 am
ooh… I just thought what it has done though… made me dig out my old phil collins cd!!!
Maggie the Cat
February 24th, 2008 2:53 pm
As noted by a few, the link, tenuous as it may be, is ‘joy’. I think it’s probably more an exercise in brand awareness though, rather than a ‘dash out now and buy a bar of chocolate’ ad. (The Lynx ad is more likely to make me do that, but that’s not saying much.) Does anyone remember when Golden Wonder crisps were the number one brand? Then Walkers appeared, bombarded us with ads and hey presto! the balance shifts. Benetton in the 80s assaulted us with giant bilboards containing images such as the newborn baby, unwashed and with umbilical cord still attached. Nothing whatsoever to do with wooly jumpers, but we were all talking about Benetton. Brand awareness advertising works.
Ricky F
February 26th, 2008 3:13 am
Our local paper had a double page spread on the making of this advert, people were talking about it and Cadbury’s made a fortune from it.
Bit of a fuss over what is simply a guy in a monkey suit.
Anyone can say ‘well done Cadbury’s for being original’ but Cadburys are probably saying “Those dumb bastards are just loving our 2 o’clock in the morning last ditch idea to sell chocolate with that Phil Collins song we forked tons of cash up-front for!”
If your creativity is running low…..
Fuck it, get a guy in an animal suit to play an instrument.
Genius (?)
Mirmo
March 9th, 2008 7:35 am
This advert is awesome, the point is… its fucking kick ass… Phil Colins runs my show, and will you ever forget that? Not likely…. Im gonna go purchase a dairy milk bar now. Good day.
Robin
March 10th, 2008 3:04 pm
I’d seen this ad several times, but had lost interest before the end thinking ‘quite an original ad for some Phil Collins Greatest Hits CD’ and then I found out it was for chocolate! Haven’t been influenced to buy any chocolate (or Phil Collins CDs).
nozza
March 18th, 2008 10:26 pm
Top Class Ad !! Gorrila Playing Drums - Cool !! Phil Colins - Cool !!
This ad is far far far superior to trash like Halifax ads. It’s up there with the greats like the Crusha ads and Boddingtons and the realy cool Tango ones withthe fat orange bloke…………What Do You Think?
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April 5th, 2008 12:48 pm
[...] I can’t help but think that it applies to the follow up to Cadbury’s Gorilla advert, [...]
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April 30th, 2008 2:41 pm
[...] a good advert. Of course, the pinnacle is creating an online *buzz* and having a great advert, like Cadburys did with their Drumming Gorilla advert - I’m sure I’m not the only one who saw the advert on YouTube before seeing it on the [...]
Big Bloke
May 3rd, 2008 10:08 pm
You got missed the point you chumps…… THERE AINT NO POINT….. but they got their message across your talking about Cadburys and when you talk or think about Cadburys your being directed toiwards CHOCOLATE!!!.
Hey its just like their new ad with airport trucks…….. just there to annoy and get you thinking Cadburys
Farr Q. All
July 3rd, 2008 5:47 am
Hahahahahaha.
Wankers. The whole lot of you.
Hahahahahahaha
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