2. Contents
• Advertising Agency Profile (page 3-4)
• Print Case Study (page 7-13)
• Audience Research (page 14-15)
• Legal and Ethical Issues
• How the advert was distributed and Promoted
3. Ownership:
• Fallon
• Fallon is full-service advertising agency headquartered in
Minneapolis, Minnesota, with offices in London ,Detroit,
and Tokyo.
• Fallon was first discovered in 1981 by Pat Fallon and
four other partners of Fallon McElligott Rice.
• They have worked with brands as big as Skoda, Netflix,
Cadburys, Cheesestrings and many more. The leader
ship is made up of 3 people Nick Bell, James Townsend
and David Hockworthy.
4. Ownership:
• Fallon was first discovered in 1981 by Pat Fallon and four
other partners of Fallon McElligott Rice.
• They have worked with brands as big as Skoda, Netflix,
Cadburys, Cheesestrings and many more.
• The leader ship is made up of 3 people Nick Bell, James
Townsend and David Hockworthy.
5. Operating Model:
• Uk Based company
• They have created video adverts for digital, cinema and TV
use which have all been very popular as they are for big
brands that a lot of people look out for. The company offers
work experience and internships, they help people gain
experience in the advertising industry.
6. Other advertisement:
• In London there are lots
of other advertising
agencies and these are
a threat to Fallon as they
have the same job.
• These companies are:
Grey London
Fold7
Mother
DDB London
London advertising
And more.
7. Gorilla
By Cadbury Dairy-Milk chocolate
• Client: Cadburys
• Advertising Agency: Fallon.
• Country: London
• Campaign Type: Print Campaign
• Directed by: Juan Cabral
8. The campaign:
• Gorilla was a campaign launched by Cadburys which became
very very successful.
• The video and print advert work together to increase the
frequency of the message conveyed that the chocolate will
make you feel like the gorilla does in the advert.
• It was originally a TV ad which then went on to make print
based adverts too and by this time everyone knew it was to do
with Cadburys just by seeing the colour purple.
9. • It was shown on billboards, print newspapers and magazines,
television and cinema spots, event sponsorships.
• The advert shows how the monkey starts off calm but when he
gets into playing with the drums he gets much more passionate
and starts to enjoy himself.
• At the end of the advert it says "A glass and a half full of joy"
which represents that eating dairy milk will do the same thing
to you.
11. • I think to make this campaign
work it needs to be shown a lot
and it has. There was various
print adverts made and the video
became one of the most watched
adverts around. In the production
i think they wouldn't of had to do
much as it's a human in costume
with a set of drums in a room.
• The room is made into the
colours of the bar of chocolate
which notifies the audience that it
is about dairy milk before even
seeing the ending. I think it's
purposely made simple so
people can watch it easily
therefore will be more likely to
watch it again.
12. • There is a recognisable style to this advert as they use all the
Cadbury's colours and people know purple, white and the brown
of the chocolate means Dairy-milk.
• The advert says that the product will leave you as lively as the
Gorilla is at the end playing the drums, the gorilla starts off calm
but when he gets into playing with the drums he gets much more
passionate and starts to enjoy himself.
• At the end of the advert it says "A glass and a half full of joy"
which represents that eating dairy milk will do the same thing to
you.
13. Production
Cadburys would of issued a brief of what they wanted from a campaign.
This would have been sent to a number of advertising agencies.
Fallon would then pitch to Cadburys their ideas after receiving the brief
from Cadburys. Ideally an idea pitched by Fallon would result in
Caburys wanting an advert made by them.
After all the ideas between Cadburys and Fallon development ideas
would have been made to then start creating the advert. The ideas for
the campaign would have been developed with copywriters and art
directors working together to realise the brief.
Fallon would of made a rough copy of the advert to show Cadburys for
them to look at and see if they are happy with that for the final idea or if
more ideas need to be made.
After all the discussions and decisions a final video would have been
made to then put anywhere Cadburys would want it to be shown.
14. • The purpose of the advert is to get people interesting and
talking about the product so more of the product can be
sold. I think the advert is targeted at all ages.
• The gorilla is a well known animal to most people over the
age of 3-4 years old. Little children would be drawn to the
fact a gorilla is playing a set of drums as it's not a every day
sight to see and so well older people too. The song is very
well known to the older generations also so it can be
targeted at them too.
16. Audience Research
• On the previous slide is a table of when I asked my family
questions after watching the advert.
• I also looked into comments made about the adverts and
different opinions about it. Such as how they connected the
well known music with the print based adverts and all the
linked colors such as purple.
• What I found interesting is even though people had different
opinions to Cadburys chocolate which is the actual product
they’re trying to sell everyone still liked the adverts and it made
a impact on them.
17. Target Audience
• The target audience for Cadburys are mostly for people who
enjoy chocolate as that’s all they sell.
• Most ages are also targeted at as from the age of 3 up wards
anyone is able to eat chocolate if they want to.
• For children chocolate is normally a treat as it’s unhealthy but
as you get older you pick and chose what you eat and when
you eat it so therefore the target audience could be anyone
considering their preference.
18. Legal and Ethical issues
• The ASA stands for "Advertising Standards Authority" it is the
Uk's independent regulator of advertising across all media.
• They apply the advertising codes which are written by the
"Committees of Advertising Practice.
• Their work includes acting on complaints and checking the
media to take action against misleading harmful or offensive
advertisements.
19. • The advert gives off a really good impression to the audience.
• From my audience research i found out that it made people
happy and feel good after watching the advert.
• All of the comments about the advert are positive for example
"Epic", "This advert never gets old" and "I feel like that every
time i eat chocolate".
20. • The representational issues of this advert aren't exactly issues it's
just a couple of different ways the gorilla is used with advertisin a
chocolate bar.
• Some people would think that it targets children and the fact that a
younger generation would be fascinated to see a animal playing
the drums.
• As the advert makes you think if you eat Dairy Milk it'll make you
as lively and cool as the gorilla playing the drums it could also be
portrayed that eating Dairy milk makes you big and hairy like the
gorilla which could be shown to be competing with Yorkie as their
chocolate is claimed only for men.
21. • Some people may think why does a gorilla have
anything to do with chocolate or playing the drums
and that it doesn't make any sense but the adverts
are made to make people remember the product by
watching the advert and this advert makes people
smile and leaves them with a good feeling which
then sticks and makes the product more popular
with a lot of people.
22. • The ethical issues of this advert could be the
copyright of "In the air tonight" and using the
whole act of Phil Collins on the drums but the fact
Phil Collins was the one who dressed up as the
gorilla and decided to be the advert.
• People could of seen the fact of a animal being
used not in a natural environment but it's a
costume which has no problem.
23. How advertising is
distributed and promoted
The first avert was first shown
during the final of Big Brother
on the 31st of August 2007,
around 14% of the British
viewers were watching. More
90 second spots were
commission through
September which then changed
to 10 second cuts in October.
24. Billboards and print adverts were
set up as well as the television
commercials. There was also a
sponsorship deal deal with the
"Great Gorilla Run" charity fun run
in London 2007. The advert also
appeared online with a
competition on the Glass and Half
Full productions websites offering
tickets to Las Vegas.
25. Following the positive feedback from the audience of the
commercial in the United Kingdom and online, Cadbury
Canada arranged to show the advertisements in 850
cinemas across Canada throughout November 2007 and
premiered on New Zealand television on Monday, 30
June 2008. The advertisement also helped "In the Air
Tonight" re-enter the New Zealand RIANZ Singles Chart
at number three in July 2008.
26. The 90-second version was re shown as the final
commercial in the break before the final of the
2007 Rugby World Cup between England and
South Africa. Another variant of the advert was
broadcast a week earlier before the semi-final of
the 2007 Rugby World Cup between England and
France. The spot cost Cadbury an estimated
£700,000!
27. Compare & Contrast
Yorkie is also a very popular chocolate just like Cadburys but
has a different way of producing their chocolate and
advertising it as Cadburys has a very big audience for
everyone Yorkie has always said it is a boys chocolate and
girls aren’t allowed to eat it, even though it isn’t a set in stone
rule for girls not to eat Yorkies as people register that saying
with the chocolate most girls would not go for a Yorkie and
they would pick another chocolate.
