Six Pixels of Separation - The Blog
September 10, 2007 9:26 PM

Cadbury Gorilla Goes Viral In The Air Tonight

Last week in Calgary, Doug Walker of the Webwalker Blog and the World Rock Paper Scissors Society came to my IAB Canada - Interactive Advertising Bureau - Social Media Marketing full-day seminar. During the lunch break, he asked if I had seen this new viral video for Cadbury Dairy Milk.

Take a look:

The video was originally posted at a Website called, Cadbury Dairy Milk - A Glass And A Half Full Productions, where it says this about the creative:

"Drumming gorillas, Phil Collins and Glass And A Half Full Productions? Well it just seemed like the right thing to do. There's no clever science behind it - it's just an effort to make you smile, in exactly the same way Cadbury Dairy Milk does. And that's what we aim to continue to do; simply make you smile."

This is one of the first indications I've seen that Boliao is making its way into the English culture. If you're not clear on what Boliao is, check out my Blog posting on it here: Boliao - A New Movement In Digital Marketing. Doug was questioning the rationale of the creative, and whether or not anyone would be able to make the connection between the Phil Collins-esque gorilla back to Cadbury Dairy Milk. I would be lying if I didn't think the same thing... the first time I saw it.

Then, I put on my Marketing cap that doesn't have the decades of being jaded, and realized that Cadbury is pushing limits, changing the tempo and trying stuff. You know, stuff like having a gorilla playing the Phil Collins hit, 'In The Air Tonight'.

That's when I realized that the people who are loving Boliao and those who are just looking for a quick laugh could find a happy (and viral) meeting point with this new campaign.

I'll be watching the numbers... and seeing if there is any brand recall for Cadbury.

By Mitch Joel


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