Gorilla
- Brand:
- Cadbury
- Agency:
- Fallon London
2008FilmVideo · YouTube
Timeless principle
Sometimes the strongest product argument is pure feeling.
The idea
Make a bar of chocolate feel like the release of a perfect drum fill.
Why it works
The long wait, the solemn gorilla and the instantly recognizable song create tension with no rational explanation. When the drums finally arrive, the release is physical and joyful. Cadbury turns pleasure into a piece of entertainment people want to replay.
