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I have gone on about the Gorilla long enough, so perhaps this is the last post on the topic.

Cadbury just sent out a mass email blast encouraging people to tune in to watch the preview of remixes online which will be air tonight on TV.




This is interesting because one would assume the shelf life of this idea was pretty limited and that remixes had already been done by the agency and consumers months ago.



With all the media attention the campaign had in the UK, do people want to see remixes or are they more likely to be interested in something new Cadbury has to offer?

The only logically explanation for extending the life of the ads is to reach previously untouched audience, which could be smart.

More likely, this is just about squeezing the last drop of life out of a great idea while the agency spends time seeking out the next big thing.


Posted by Ed Cotton I get the joy of trucking expressed in the ad, but it lacks the layers of Phil Collins and the gorilla.

Still, this has to be one of the most surreal ads of all time and that can't be bad thing!




Posted by Ed Cotton From the Financial Times- December 12th, 2007.

"Cadbury Schweppes yesterday said its advertising campaign for Dairy Milk chocolate featuring a gorilla playing the drums - which has become a YouTube favourite - had helped it recover market share in its UK confectionery business."

Case closed.


Posted by Ed Cotton A was fortunate enough to have been invited to speak at Trumpet's inspirational Polygamous Marriage conference in New Orleans. In essence, it was all about the coming together of media, account planning and creative- connections planning.

It was a great event and some inspiring presentations. (Much more to follow).

John King from Fallon spoke about lots of things, but included the idea of thinking about consumers, not as the creators, but as editors of content.

A nice evolution of the current zeitgeist.

To demonstrate, he showed us how the Cadbury's gorilla ad had morphed into a variety of different edits, some created by people and others created by the agency to inspire people to do it themselves.

The Original- 2 million views plus...



Bonnie Tyler- Remix- 238,000 views



50 Cent Remix- 127,849 views



Bon Jovi Remix- 24,075 views



I know this is old news to many, but the idea of providing content that can be played with, edited and throwing out examples for people to follow is really smart.

It keeps the idea alive and engages the consumer in the process.


Posted by Ed Cotton We are rapidly moving into a landscape where there will only be two models of marketing communication.

1.    An entertainment based model where marketers work hard to breakthrough the clutter. The goal is to raise awareness and to get people to like you.

2.    A utility based model- the brand provides something useful, good and meaningful to its consumers and perhaps the world beyond. Instead of just running regular ads, they are big idea platforms that inspire, encourage engagement and give something back.

If you don’t do either of these, you will die.

The “shouting” benefits model of marketing communication is about to become as extinct as a dodo.

So the challenge for brands that operate is to understand how they get to entertainment and/or utility.

The secret is the same as it has always been.

It’s all about having a disciplined strategic process that allows you to uncover the big idea.

Something that allows you to stand for something that’s way bigger than yourself or your category.

Once you have it, the opportunities become boundless.

It’s a place that comes from a brand truth, but expands way beyond that.

It can be like over the top entertaining emotional “Joy” of Cadbury’s chocolate or Omo’s philosophical belief that “Dirt is Good”.



Think only about small functional benefits and you will die.

It’s time to think big.

What are you about?

What do you believe in?
 

Posted by Ed Cotton Proof that the future of advertising is all about entertainment.  Here Fallon London combine an understanding of the ultimate product benefit, together with a slice of pop culture to create a breakthrough piece of communication.


Posted by Ed Cotton