Well done Fallon, you’ve created something that people will talk about. When you roll, you roll BIG.
Now to the problems - is creating a piece of random entertaining content, for the sake of random chuckle [it'd be better if you'd admit that, rather than lousily post-rationalising it as "“to make you smile, in the same way the choccy bar does"....like, duh?!] a valid strategy?
As much as I like the piece - (the idea is rather average, the execution is awesome), I cannot hold myself from quoting Ben who recently himself quoted a friend saying: “The problem advertising agencies have got at the moment is that they keep getting asked to do things advertising agencies can’t do.”
I can imagine it going like this:
Client asks for either “viral” or “something engaging” or “online presence, something people will talk about” or all of the above….
Talented creative hasn’t got a clue as to how to make interactive piece for a bloody chok bar [it is bloody difficult indeed].
Talented creative remembers he always had a dream of doing Phill Collins as a Gorilla etc.
The result: something fairly funny, beautifully executed BUT totally random that has NOTHING do do with the brand, the brief or the product.
So whats the verdict?
IMHO Fallon are getting into dangerous zone here. Yes, the web is full of brilliant random stuff, thats why we like it so much. And doing something like this is better than doing yet another completely useless TV spot with happy children or hot chicks munching cadbury bars and voice over that tells us it’s full of healthy stuff and how it will transform your kids to brain surgeons etc.
But then, doing something completely random [note i'm not using useless here because the content is indeed funny] for the sake of simply making people laugh with no apparent strategy apart from let’s make people entertained is a very tricky and slippery one.
Whats next - Persil stand-up comedy? coke softporn channel?
The learning from digital is that when you got a brilliant idea, you simply go and do it and put it there for people to enjoy and not waiting for some irrelevant brief to actually do it. examples here and here
Comments 5
Hey brother
yeah man i dig you.
but then again, isn’t branding all about linking ideas and emotions to products? is coca cola about christmas? or happiness? or anything?
O I don’t know anymore. ;-p
Posted 03 Sep 2007 at 1:42 pm ¶well, it’s just a start and if they will take it to the Crispin school of thought they will have to be consistent because one brilliant piece won’t do anything for the brand.
and i don’t know if I buy the look- everyone is talking about it now…..whose everybody, the sphere? does it count?
f**k dude, I don’t know anymore either….
at least bestival is coming!!!
Posted 03 Sep 2007 at 1:48 pm ¶nice asi.
my piddly two cents: if i was working for a creative agency, this is the kind of ad that i’d like to see produced. i could be biased, but like faris said: linking ideas and emotions to products is the ultimate goal, and this little bit of film does this really well.
from a media perspective, i absolutely agree with you asi. the tone and vibe is perfectly miscellaneaous, ideal for you tube culture. (this must play really awkardly on network television; i find it hard to imagine actually).
d
Posted 04 Sep 2007 at 12:24 am ¶Monkey playing drums is funny enough, monkey playing Phil Collins makes me love Cadbury’s milk chocolate from the bottom of my heart. Shame they didn’t dress the monkley up in a little outfit and hat though… I wish all adverts had either a monkey in them or a Phil Collins soundtrack. Says on the website there’s more randomness to come, I for one can’t wait
Thanks for the blog day link Asi!
Posted 04 Sep 2007 at 8:43 am ¶It is a fantastic comercial but it doesn’t make me want to go and buy a chocolate bar but then again I don’t really eat chocolate mainly because I like it too much.
Posted 18 Sep 2007 at 10:03 am ¶Trackbacks & Pingbacks 2
[...] there are people who believes this could be a very succesful campaign, others instead are more cautious about it. Personally, I have always been a believer that absolutly everything communicates and I [...]
[...] here: http://danielmejia.wordpress.com/2007/09/03/is-the-message-death/ http://no-mans-blog.com/2007/09/random-is-the-new-black/ [...]
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