Innovation. Ideas. Insight.

Drumming Gorillas and Techno Eyebrows

In Innovation on January 27, 2009 at 5:15 pm
I can feel it, in the air tonight.

I can feel it, in the air tonight.

Ok, those wacky funsters at Glass and a Half Full Productions (Cadbury) have done it again. First it was the “In the Air Tonight” drum solo by a Gorilla. Now, this:

And of course, everyone is talking about it. But this one isn’t working for me (and to tell you the truth, I didn’t really dig the Gorilla bit either).

What are you looking at?

What are you looking at?

Great job on making content that gets talked about and shared, but I’m a little disappointed that they seemed to go back to the well for round two. A little music, some unexpected sight gags and, well, that’s about it.

If they were going to stick with something like that, why not just use the gorilla again and build some equity with that character? If he plays the drums, what else does he do?

If you were going to go in a different direction, then really go in a different direction. At this point, are you really all that interested in seeing what the third spot will be? Grandmas doing something wacky to music? Cars? Robots?

Cadbury hit a home run with the Gorilla, kudos to them and their agency, but with all the knock-offs and remixes already out there, they are going to need to go in a different direction to keep people (or at least me) interested.

  1. Good observation Rick.

    It is so easy to be different and then become a slave to the conventions you’ve created.

    And if you are going to rely on novel content worth talking about, then you are on a path that requires the kind of difference you call for here.

    Thanks for getting my mind racing …. on what it means to “sustain difference”.

    Keep creating…a brand worth raving about,
    Mike

  2. Mike,

    I love that term, “sustain difference.”

  3. you seem to have completely left out the Hangar airport trucks ads… they were beautiful, if not as good as the gorilla

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