madcomments

I agree with this comment. In my opinion the advert is quite impersonal, as I wonder what I could possibly have in common with airport baggage handlers. Nothing hopefully, but I found the whole advert including the race, once Freddie has kicked in, in his full glory, rather dull. Airports are hardly the stuff of dreams and happy experiences, and if you have had your luggage lost before, then it may bring back feelings of anger and frustration. You would rather your luggage was not spilled all over the runway by crazed boy racers, disguised as amateur airport staff.

But mainly, I find that the whole ‘joy’ theme has gone a bit too far, and the theme of the ad is so far away from eating chocolate that it does nothing to make me want to run out and buy it. Yes, the theme song is uplifting and motivating, but they might as well have just played the Queen video, as it would have the same overall effect.
The Gorilla advert was far better, and as mentioned above, was presumably far less expensive.

It’s an entertaining piece of filmmaking but I agree with Branwell - it lacks the simplicity of Gorilla. - which was after all, was the joy of the original ad. Branwell’s right - it shouldn’t be the ‘guilty pleasures’ campaign but rather the simple pleasures campaign. That’s what I thought the idea was, after I’d seen the gorilla. There’s also for me, a worrying lack of branding: Gorilla was great because it got across the pleasure of chocolate without showing the product. But the backdrop - perhaps subliminally - featured the Cadbury’s purple. Certainly, from my first viewing I was never in any doubt who it was for. It’s famous as the Cadbury’s ad. But whether the same will be true of the ‘Trucks’ spot, I somehow doubt. The danger is ‘Trucks’ could be a very expensive piece of sponsored filmmaking that doesn’t repay it’s sponsor.

Fun but very male - is this part of a new positioning for Cadbury or just a reflection of creative kicks at Fallon?

But was the last ad, the gorilla, an advert to appeal more to females or males? I think neither; it was a neutral advert, as this one is attempting to be. Who says women to not enjoy racing or cars? But it is not about the racing at all, it is an attempt to recreate the compulsion of a free-for-all, and breaking the rules slightly. Females often feel as if they are breaking the rules of dieting when picking up a chocolate bar. This advert is made to contend this, and the fast sound track is an attempt to make the act of naughtiness quick and a moment of not caring about the result of your actions.

The new ad doesn’t seem to say anything about Dairy Milk’s brand identity and doesn’t even refer to Cadbury, other than the slogan at the end. And while the song is catchy, it hardly encourages me to go out and buy Dairy Milk, or any chocolate for that matter. Cadbury seems to be trying too hard to recreate the success of the gorilla ad, which although said similarly little about Dairy milk as a brand, did feature its corporate colour scheme, as mentioned above. What do trucks racing on a deserted airport runway have to do with Dairy Milk? Maybe it would work better as an ad for T5 baggage handlers?

Oh dear. No charm. No surprise. Music does not fit the creative. A bit of a shocker. Gorilla was a winner because it entertained, it really captured the brand essence. Runways, vans, cars, jumping over suit cases?! Don’t get it…and neither will the public.

I’ve just seen the Cadbury’s ‘Trucks’ ad back-to-back with the current Babybel ad, and in comparison I’ve got to say that the less highly polished Babybel ad comes out on top. Ok, so the idea of small products being made by small people does seem vaguely familiar, but at least this ad made me smile. Whereas ‘Trucks’ left me feeling totally cold. I genuinely felt no emotional connection with the ad at all. ‘Gorilla’ however worked for me because it had classic creative twist which gives you something you weren’t expecting - in this case a Gorilla playing the drums to a Phil Collins track!
But It’s this sort of twist that ‘Trucks’ lacks, and without that classic twist the whole idea just seems too normal.

I enjoyed this particular ad more so than the ‘Gorilla’.

Is there a trend emerging, puzzle the audience and then slap on your brand at the end?

The only connection I made with the Cadburys brand was when a vehicle had purple underneath lighting (I’m sure I am not using the correct term), similar to that of its wrapper.

I do feel this advert can be over anaylized, disect each vehicle and colours used and spurt out their meanings.

Take it for what it is, an ad, a far better had then the ones that just seem to fill the void between programmes.

When you start at the top, there is only one place to go. Was anything ever going to beat the innovation that was ‘gorilla.’ I think the point Fallon is trying to make with this spot is that its breaking the mould when it comes to advertising chocolate. Question is, has it gone a little too far off the wall and lost all recognition beyond repair?

I think it’s brilliant.

That such a mundane, high-budget piece of soulless televisual snooze gets the level of PR and viral discussion this has, is nothing short of genius.

I even read one gushing review talking about the ‘brilliant soundtrack’. Er, pay enough and I’ll dig up Mozart for the next one to drop in, love.

Shame the other 99.99999% of the population who merely have to watch it as they pop off to make the tea will probably file it away with the same level of attention as they do the sofa sale one preceding and following.

Time for a Yorkie.

The ad looks like it was made by Gerry Anderson, Sadly the music was the best thing about the ad.