Hasta La Creative!

Cadbury's latest video spot for its Ritz and Lu bars features a dancing passport officer who, from the looks of it, might have been a better fit at the Ministry of Silly Walks.

In a continuation of the brand's recent dance-centric ads like "Yes Sir I Will Boogie in the Office" and James Corden's city-spanning lip sync, this new installment brings us an airport employee dancing up the world's longest escalator and striking a pose on a courtesy cart that appears to be driving itself. For once those aren't completely unbelievable situations; the monotonous drudgery of air travel does this sort of thing to people's minds. You saw his office. It looked like I Am Legend in there until he cracked open that Cadbury bar. 

Cadbury is following up last month's charming "Yes Sir, I Will Boogie in the Office" spot with another winner. U.K. actor James Corden, best known as the creator of hit BBC sitcom Gavin & Stacey but probably more familiar to Americans from his Doctor Who appearances, stars in the latest video for Cadbury's "Free the Joy" campaign.

It's a solid two minutes of dancing and lip-syncing. That length might seem tiresome, and Cadbury's product barely features in it, but it's so fun that I had no problem watching all the way through. Twice. And judging from the clip's 1.5 million views in two days, I think others might agree.

Cadbury has invented a trench coat that basically dances when you eat the brand's chocolate. Because eating Cadbury chocolate brings euphoria so intense that it makes even your clothes dance, or something. Or mostly because Cadbury wanted to try to grab people's attention with an oddity it hopes will help it sell more candy bars.

A pair of the so-called "Joy Jackets," created by digital shop Hirsch & Mann for Cadbury PR agency Golin Harris, also play music and puts on a light show. Yes, each jacket's moves are choreographed to its tune. The hem shimmies itself up. The shoulder flaps fan open. The Cadbury-purple collar pops out like peacock feathers before a confetti gun goes off. The cameras built into the jacket reportedly trigger the sequence if you're eating one of two Cadbury candy bars (though a pair of brand integrations featuring a British YouTube duo shows parts of the jacket's tech "responding" to other types of fun, like puppies).

It's a cool and endearing bit of technology, if perhaps seeming like a little more trouble than it's worth. As branded, wearable computers go, Ballantine's Internet-enabled T-shirt looked like a much better time.

La marque de bonbons Cadbury a confié à Shane Griffin et au studio Piranha Bar la réalisation de sa campagne TV « Enjoy The Moment » pour les Jeux Olympiques. Visuellement très réussie, ces animations 3D reprenant des efforts de sportifs est à découvrir en vidéo dans la suite de l’article.

Na onda de agradecer ao primeiro milhão de fãs no Facebook, a Cadbury fez um “joinha” gigante de chocolate.

A construção durou 48 horas e 3 toneladas de chocolate.

Como você deve imaginar, as reclamações de desperdício de comida foram os primeiros comentários sobre a iniciativa. Porém, a Cadbury disse que doou os chocolates para uma empresa especializada em pesquisa de combustíveis renováveis.

Tá aí uma boa desculpa para a sua próxima ideia que envolva emissão de gases poluentes – comerciais com piadas de flatulência não entram – e desperdício de materiais.

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Quando se fala em Cadbury, lembra-se logo do “Gorilla”, com muita gente esperando que eles repitam o sucesso daquele comercial. Não foi por falta de tentativa, e apesar da repercussão menor, eu gostei muito das sobrancelhas dançantes.

Agora a marca apresenta o encantador de chocolates, que mostra como se produz uma barra de Cadbury. Sim, você vai falar que não é um “Gorilla”, mas diverte.

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Não dá para falar nada sem estragar o filme, mas é a prova de que a assinatura “ridiculously long lasting gum” dos chicletes Stride continua inspirando.

Simples, cinematográfico, dramático, engraçado. Publicidade clássica, das boas. A criação é da JWT de Porto Rico, com produção da Hocus Pocus.

### Se o vídeo não estiver aparecendo, acesse o blog para assistir. ###

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Já que falei hoje de uma paródia do mais recente comercial da Cadbury, vamos a mais uma. Foi feita no programa do Channel 4 inglês, Sunday Night Project, ontem a noite.

Lily Allen se junta aos apresentadores Justin Lee e Alan Carr para gravar suas próprias versões dos filmes da marca de chocolates, “Eyebrown Dancing” e “Gorilla”.

Se pensarmos no tamanho da mídia espontânea que esses comerciais conseguem, podemos imaginar que caminho a publicidade deve seguir. Além de se espalharem na internet de maneira avassaladora, ainda ganham esse destaque em programas de massa.

Reparem, logo no início do vídeo, no momento em que o apresentador Justin Lee pergunta para o auditório se alguém conhece o novo comercial da Cadbury. E depois tem quem ainda questione: “Mas e o conceito? É alegria, e só? Isso vai vender o produto?”. Toma, engole esse conceito aí:

| A dica foi do Gustavo Tasselli

You might remember the Cadbury Gorilla spot we wrote about a while back. The question was posed:

Is it a worthwhile piece of content simply because it makes people watch? Or is it missing the boat because it has no connection to the brand?

Well, something as unique (and bizarre) as a gorilla drumming to Phil Collins is hard to top, but Cabral and Fallon have certainly done their best.

Both the drumming gorilla and this new spot share a bizarre semi-disconnect from the brand, and a similar feeling of enjoyment and satisfaction. And as touchy as I am at the use of Queen, this spot does it beautifully, just as the Gorilla did justice to “In The Air Tonight.” And then there’s the whole whole Cadburyesque purple sky, which is creatively beautiful.

Does it work? Can the “campaign” be continued successfully (and if so, does this accomplish it?) or was the drumming gorilla enough?