07/02/2008 03:57:51 AM 
(1) 
(1) “Its 28 different postings on YouTube have garnered 10m views. It has been spoofed with a toy gorilla as well as remixed with a 50 Cent and a Bonnie Tyler track. It is simple, bonkers and funny”
Media Guardian-October- 2007
What have we learned?
1.Sales Performance: It worked- Dairy Milk got a 9% bump in sales
2. Some Creatives Get the New World: Creatives liked it and it won big at awards shows including Cannes
3. Some Creatives Don't Get the New World: Creatives didn't like it- it caused some significant debate at awards shows including Cannes
4. There's No Such thing As A Formula: It's hard to repeat success- the second spot, despite it's craziness could not capture in the way Phil and the gorilla did
5. The Planners Worked Hard: Despite the feeling that planners weren't involved in this- they did a ton of work setting the stage for the client to accept a new form of advertising. Things like:
Why being matters more than saying
Being true to yourself, rather than pretending to be something you are not
Being authentic vs. contrived
The idea of brands taking on the role of entertainers.
6. Research Can't Explain Everything: This thing was tested to death- it blew the lid off Millward Brown's ad testing scores, but the company couldn't explain why.
One thing is for certain, it's paved the way for other clients and agencies to take more risks. Not everything is going to work, but they are going to have a lot of fun doing it.
Posted by Ed Cotton
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You say the Cadbury ad "blew the lid off Millward Brown's ad testing scores, but the company couldn't explain why". That's an interesting comment. I don't know what it is based on though. It is true, and has been reported, that the ad scored in the top 5th of ads we've researched with Link. But I think anyone who has seen the ad could explain why! I certainly agree that research can't explain everything:but this isn't an example of that!