It has taken me some time to work out what I think about this ad. But after three weeks I have now decided. It is still entertaining and is continually intriguing.
At first I thought, “Are Fallon just trying to put out another ‘crazy’ ad?” (not that I am saying that the Gorilla one was bad because of the craziness). I read this and thought a bit more about it. But I really think they have cracked it again. It’s good.
The theme tune is not becoming tiresome for me, in fact it helps. There is also something about the girl’s Cadbury-coloured dress which works cleverly and subtley enough not to detract the novelty of the two kids’ static faces having raving eyebrow attacks.
The balloon is great too.
I wasn’t going to blog about it, as it has had a great deal of coverage on everyone else’s blogs.
After seeing it again and again and again I would not mind seeing it another time so that is saying it works compared to most ads. Fallon are doing good things, they are making me ‘feel’ something.
Robin Wight spoke about this on Radio 4 about a month ago when he was discussing the ads Fallon produce. He explained, in an advert such as the Eyebrows or the Gorilla, Fallon does not create the ad to sell the product directly. Instead by having a captivating scene i.e. kids with mad eyebrows dancing in-sync with the music, we intuitively favour the brand. This is because we realise that if such a brand can ‘waste’ their main resource (the actual product of chocolate) and not sell it to straight away, then Cadburys gain a level of respect with the viewer.
I think he called this the ‘Peacock’s tail effect’ – a peacock has a big ‘wasted resource’ of a beautiful tail, the advertiser decided to not use their main resource, in doing so producing some brilliant work of which other agencies should be envious.