D2 -Evaluate an existing, national marketing campaign
Introduction
Gorilla is a British advertising campaign launched by Cadbury Schweppes in 2007 to
promote Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema
advertisement, which formed the centrepiece of the £6.2 million campaign, was
created and directed by Juan Cabral and starred actor Garon Michael.
In the TV advert a gorilla is on the drums building up tension for the chorus of in the
air tonight by Phil professional Collins. Then the gorilla drums. The gorilla is on the
drums in a studio. Making it look real and very professional.
Analyses
Music/song:
The music in the ad attracted many people; Cadbury used this by starting with slow,
rhythmic, and melodic opening grabbing the audience and holding then using the
sound of the drums to create the ad for the audience. Cadbury used the music in the
TV advert as it went well with build-up of the gorilla on the drums to grab audience’s
attention effectively. The song that was used in the gorilla advert was Phil Collins
‘Coming in the air tonight’, Cadbury used the song to target an older generation as
the song was a hit in 1981.
Colour:
In the television advert purple is used to reiterate the Cadbury brand, by mainly plain
purple background reinforces the brand throughout, without producing a distraction.
They use this to keep customers aware of their brand and relate that purple to
Cadburys.
Special offers:
In the advert Cadburys does not provide any special offer as they are purely focused
on bringing brand awareness.
Concept:
The concept of the gorilla advert is quite humorous in a sense as we see gorilla
playing the drums which is completely out of the ordinary but yet memorable for most
viewers. The advert uses a gorilla to show that when even a gorilla is able to have a
delightful experience then anyone who wishes to consume the product is able to
also. Cadbury specifically had done this to target those who are also lively and
energetic; attracting the attention of those who seek out things that are enjoyable
therefore giving it an appeal to all ages and genders. Children, teens and adults
Introduction
Gorilla is a British advertising campaign launched by Cadbury Schweppes in 2007 to
promote Cadbury Dairy Milk-brand chocolate. The 90-second television and cinema
advertisement, which formed the centrepiece of the £6.2 million campaign, was
created and directed by Juan Cabral and starred actor Garon Michael.
In the TV advert a gorilla is on the drums building up tension for the chorus of in the
air tonight by Phil professional Collins. Then the gorilla drums. The gorilla is on the
drums in a studio. Making it look real and very professional.
Analyses
Music/song:
The music in the ad attracted many people; Cadbury used this by starting with slow,
rhythmic, and melodic opening grabbing the audience and holding then using the
sound of the drums to create the ad for the audience. Cadbury used the music in the
TV advert as it went well with build-up of the gorilla on the drums to grab audience’s
attention effectively. The song that was used in the gorilla advert was Phil Collins
‘Coming in the air tonight’, Cadbury used the song to target an older generation as
the song was a hit in 1981.
Colour:
In the television advert purple is used to reiterate the Cadbury brand, by mainly plain
purple background reinforces the brand throughout, without producing a distraction.
They use this to keep customers aware of their brand and relate that purple to
Cadburys.
Special offers:
In the advert Cadburys does not provide any special offer as they are purely focused
on bringing brand awareness.
Concept:
The concept of the gorilla advert is quite humorous in a sense as we see gorilla
playing the drums which is completely out of the ordinary but yet memorable for most
viewers. The advert uses a gorilla to show that when even a gorilla is able to have a
delightful experience then anyone who wishes to consume the product is able to
also. Cadbury specifically had done this to target those who are also lively and
energetic; attracting the attention of those who seek out things that are enjoyable
therefore giving it an appeal to all ages and genders. Children, teens and adults
