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Cadbury: I gotta be me

Cadbury aims to create a moment of joy with its new ‘Glass and a Half Full Production’ Cadbury Dairy Milk TV commercial, created by Saatchi & Saatchi Johannesburg, who came up with the innovative concept of a flying Ostrich. “The brief was to make people feel the same joy they experience when they eat Cadbury Dairy Milk, so we came up with the idea of using an Ostrich and thought that an Ostrich , being a bird, would find the ultimate joy in flying, so our Ostrich goes sky diving,” says Saatchi & Saatchi Johannesburg’s Executive Creative Director, Adam Wittert.

The Reveal: The ad begins with a slow and deliberate reveal of an Ostrich who is walking through a stack of wooden crates. At first we’re not sure where he is, or what he is doing. He may be in a warehouse, in the hull of a ship, anywhere. Close-ups then show the Ostrich as determined and very focused. But on what? It is only revealed that he is in the cargo hold of an airplane when we see the cargo door start opening and at that stage realise he is about to jump out of the plane. The music, “I gotta be me” by Sammy Davis Jnr, begins to reach a crescendo as he limbers up and begins running towards the open door and the sky beyond. He jumps. This is his big moment of joy - thousands of feet up in the air, flying. He spreads his wings and manages to soar through the sky just like a real bird. At the very last second he pulls his ripcord and his parachute opens up and we end with the Ostrich drifting along happily under the purple branded parachute and the title, ‘A Glass and a Half Full of Joy.’ And that, says Wittert, is what the story and the brand are all about. “Eating Cadbury Dairy Milk chocolate mirrors the same physical and emotional experience of pure joy.” He points out that Saatchi & Saatchi Johnnesburg ensured that the production was world-class. “From our Director Peter Truckle, to the choice of music, the aerial photography and the animatronic special-effects, we think we have achieved a memorable commercial,” he adds. “From a production point of view we pulled out all the stops, including building an exact replica of the interior of the airplane that is featured in the ad.”

Advertising Agency: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Adam Wittert
Art Director: Keisha Meyerson
Copywriter: Bruce Murphy
Illustrator: Bladeworks
Cinematography: Werner Maritz, Peter Samuelson
Director: Peter Truckel
Film Company: Catapult Commercials
Music & Sound Composition: Hey Pappa Legiond, Freqncy
Aired: August 2010

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10 comments

Guest's picture
Guest

it's the only kinda bad ad for Cadbury among those i've seen in the past years. i dislike the lack of originality (i guess this was the inspiration http://www.youtube.com/watch?v=JM0MXvE2lnU) and i feel like this one lost some of the characteristic flavour of Cadbury ads. too bad :(

miko1aj's picture
miko1aj
3097 pencils

THANX!!!!! I've searched for this ad, but not remembering brand couldn't find it. Yeah. This spot is awesome, which we cannot say about above Cadbury Ad.

Guest's picture
Guest

you gotta admit that WTF ads are truly interesting to watch...even if the brand message is of secondary importance.

also this might have been an inspiration for this: http://www.youtube.com/watch?v=sdUUx5FdySs

Guest's picture
Guest

Even worse than the drumming ape.

GK Rowe's picture
GK Rowe
2 pencils

And 10-15% of the population suffers from ornithophobia - fear of birds!

kindlovingsoul's picture
kindlovingsoul
82 pencils

Rather tame compared to "Eyebrows" and "Zingolo"... but still watchable.

razorsharp creative's picture
razorsharp creative
186 pencils

Most of the other commenters said it best. Not as good as I was hoping. A shoulder shrug, "Eh." Which isn't a good thing. Make something worth loving or hating, but indifference in advertising is death.

-Richard Todd Aguayo (razorsharp creative)
http://razorsharpcreative.com

P-syco's picture
P-syco
267 pencils

Kiwi!

velle's picture
velle
1550 pencils

it made me... smileeeeeeeeeeeeeeeeeeeeeeee :)

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