Cadbury's Gorilla Advert Analysis

Who created this message?
Produced in 2007, this advert was produced to offer a new lease of life to the Cadbury brand after recent bad press regarding hygiene standards. This advert has a humorous tone, paired with an iconic soundtrack.

What creative techniques are used to attract the viewers attention?
• Purple is used to reiterate the Cadbury brand, possessing connotations of royalty and richness. Such connotations can be translated into the promoted product; a chocolate bar. The mainly plain purple background reinforces the brand throughout, without producing a distraction.
• Silver is also used for the drum kit, symbolising the inside of the chocolate bar packaging. Silver also has connotations of royalty and preciousness, once again conjuring a bold image for the company.
• The "glass half full productions" is plugged at the very start of the advert. This slogan went on to be used in a series of adverts for Cadbury, being recognisable in itself.
• Artificial lighting is used to produce a clear image, avoiding distraction once more. Such light ties in with the simplicity of the advert, with the gorilla the focus throughout.
• Camera appears to zoom in and out towards the start, (from extreme close-ups to medium shots) similar to a heartbeat. This builds suspense, which is only heightened by the determined and expectant facial expression of the gorilla.
• Non-diegetic sound is used, in the form of the soundtrack. This again reduces distraction, emphasising the emotion and palatable suspense of the gorilla waiting for his solo.
• It appears the camera shots are originally slowed down in the edit, until the climax is reached, where the clips are played in real-time. This is another way of adding tension, with such expectancy paired with receiving chocolate (explained later).
• The song, Phil Collins "In the Air Tonight", comments of the gorilla "waiting for this moment all my life" is linked to such suspense, again heightening the tension.

How might different people understand this message differently to me?
• Within the advert, there is nothing to suggest that Cadbury is a chocolate production company. The lacking physical evidence of chocolate bars or other vulgar reference is used deliberately. Unconventionally, anchorage only appears in the outro; a deliberate marketing technique to aid memorability. Considering the late anchorage and bizarre concept, those who are unfamiliar with the brand may be entirely confused as to what is being advertised - the gorilla? The drum kit company? Phil Collins?
• Others (perhaps those who are not within the UK) may be unaware of the relevance - or irrelevance - of the gorilla. Indeed, the concept does not have a huge relevance to the brand, however the humorous aspect is substituted in, still leaving the advert memorable.

What values, lifestyles and points of view are represented in or omitted from this message?
• Some may find the gorilla quite imposing and harsh towards the start, perhaps signifying an expectant and slightly exasperated child, waiting for chocolate. Upon the drum-solo, the gorilla becomes a symbol of happiness, deduced from the facial expressions and large, harmonious gestures of the gorilla. The whole advert appears to build to such moment, with the childhood expectancy more evident here. Cadbury are trying to recreate the happiness of receiving a piece of chocolate, producing close comparisons with that of a musician waiting for their solo.

Why is this message being sent?
• Such outlandish concept is ultimately humorous. The audience will remember such advert for its unconventional methods, which generally encompass the advert as a whole. Such advert had a possibility to 'go viral', which indeed it did, only producing more exposure for the brand. Cadbury want to promote the idea of happiness which can be gained from eating their chocolate, whilst subtly demonstrating that they shall recover from the bad press with humour, and perhaps a bit of chocolate.