This spot for Cadbury Dairy Milk by Fallon is a follow-up to the highly successful and much awarded Gorilla and Trucks spots. And it's my favourite yet.
The brief was to make people feel the same joy they get from a Cadbury chocolate bar. Sure, maybe your eyebrows don't throw down cardboard and do the worm when you have a Cadbury bar, but maybe you're just holding them back.
What I love most about this commercial is how watchable it is. The song is retro and fun, and sure to be coming soon to a cell phone near you. And the eyebrow dancing is realistic enough at first that you get that youtube feeling - that you just have to show your co-workers and friends right this second. But then the dancing becomes so impressive you can't help but sit back and think, "Awesome," even though it's obviously computer-generated. I mean, you've got to love it when the girl looks directly into the camera and her eyebrows go berserk. Instantly classic.
This is the kind of commercial that could play during half-time at a hockey game (or football game...) and have everyone's eyeballs glued to the screen, as their eyebrows threw down for a dance-off. I'd love to see how people would react at a movie theatre. I wouldn't be surprised if the movie that came afterward seemed like a bit of a let down after seeing this spot, and the fun that ensued.
What's best is the viral and experiental potential. I'm sure there are already lots of re-creations of the original spot (heck, this one is titled "official version" so you know there are). You could take that to the streets and get people to re-create the commercial in front of a camera on tripod, then post it to youtube or a microsite or a big screen nearby - think Times Square! The potential marketing opportunities are endless.
Kudos to Fallon.
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