CADBURY'S GORILLA ADVERT
Promotional videos are commissioned by a business or organisation, to communicate certain messages to other people, in this instance Cadbury's did a Tv Advert, released in August 2007 to market themselves. An advert that reached a universal audience redesigning the Cadbury image, and producing a video with reflects the brand identity of Cadbury, using conventions like a music score, brand identity, narrative and targeting an audience, they came up with a video that people still reference in conversation 13 years later in 2020. That video is the Gorilla advert, where all we see is a gorilla playing the drum solo to Phill Collins '' In The Air Tonight''.
Looking at the video itself, the video starts with a purple wall in shot, the words ''a glass and a half production'' comes up as the music starts and the camera slows pans right, through the video
that purple wall is seen in shot, the particular shade of purple is synonymous with the Cadbury Dairy Milk chocolate bar. it is also used here as a universal indicator for the brand behind the video. Moving on as the video pans we get a closeup of a Gorillas face, looking serious and looking like he is preparing for something big, this is seen through the way the Gorilla is breathing and moving his body, at this point the video appears to be serious as we cut between close-up and medium close up and extreme close up of the Gorilla waiting, as we see this we hear the lyrics '' I've been waiting for this moment all my life'' not only illustrating what is being said it could relate to how people feel about the chocolate bar promoting the fact that its so good its a feeling you have been waiting for all your life. The final cut is a long take of the Gorilla waiting, the video zooms out so we see the drum kit that the gorilla is sitting at, the Gorilla with we now can tell is a man in a Gorilla costume plays the Drum solo to the song, the video then cuts to the beat whilst he is drumming, and has turned into a comedic video appealing to the younger generation of viewers by using a simple idea very similar to something you would see in a Facebook or YouTube video that appeals to the younger audience whilst also using a song by an artist from the 80's that not only is recognisable by the older generation of adults but also includes the within the target audience, showing that Cadbury's chocolate bars are not only for young kids but also adults, creating a universal theme with the mixture of youth comedy and 80's music Cadbury's could reach a larger audience to promote their image, the song itself relates to what Cadbury wants to say about their products with the lyrics ''I can feel it coming in the air tonight, oh Lord/Well I've been waiting for this moment for all my life, oh Lord''. It talks about the feeling that Cadbury's products give you when you get the rush of endorphins from eating chocolate in general, scientifically you feel good, but Cadbury are saying that they give you that '' oh lord '' feeling of goodness. The video then ends on on a purple screen the same colour as the wall with an animation of the chocolate bar and the company's slogan at the time of the marketing event. that slogan being '' a glass and a half of joy'' with an image of a glass pouring a milk like substance, this slogan says to people watching that Cadbury gives you a glass and a half of joy, saying they give you more than the full amount, and also syncing with the lyrics of that song, talking about a feeling.
As suggested the purpose of the video is not to promote a product but instead to market the brand identity of Cadbury, changing the slogan and advert style to fit with similar conventions of what is socially relevant around the time of release, making the video a subject of conversation for the last 13 years even in 2020 we still remember and love the advert and whenever anyone talks about the song itself they tend to reference it from the Cadbury's advert that is seen and talked about above.
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