However, have sales gone up? To consider the image Cadbury’s is trying to relate to this product it is interesting to compare the advert to the highly successful 1980’s Milk Tray advert which had a “James Bond” theme. There is no doubt that this advert is successful as a talking point and all the different versions on You Tube prove its popularity as a type of ‘cult’ advert. They may think that Cadbury’s is relating the advert to chocolate, and others would think about why Cadbury’s have chosen this advert to advertise for “Dairy Milk”.
Some people might find it patronizing compared to previous adverts which Cadbury have done. We need to consider therefore what the advert is advertising, and does it do so effectively, or does it assume the viewer is stupid and needs no information, but will respond in future to the sight of a gorilla or the Phil Collins song with a desire for Dairy Milk chocolate. Would anyone find this advert patronizing and if so why? In order for an advert to be patronizing, it must be condescending – so the question could be – would anyone think the advert had little to do with the product (Dairy Milk chocolate) and treat the viewer as unintelligent, only to be entertained rather than informed. Some people might find this advert effective because of the entertaining way that the gorilla plays the drums and the way his emotional playing links with the words and music of the song.
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