How to follow success?

It’s notoriously hard to follow a successful first album or Premier League season. Or advert.

We’ve all been trying very hard to like and appreciate Fallon’s follow-up to their inspired gorilla marketing, but it's just not happening. We preferred the emperor in his gorilla suit, this new outfit is a serious let-down.

We don’t have a problem with ‘irrelevant, unrelated, but fun’ ads, to quote a comment on CR blog. But it seems to us that, the more pointless an ad is, the more entertaining it needs to be.

It’s not that it’s got nothing to do with chocolate, that is not the issue. It’s the fact that the whole, expensive production seems to be devoid of an idea – or is it, toys (boys?) just wanna have fun? And does it resonate with women (not unimportant in the realm of chocolate buying)?

Maybe we are just not fascinated enough by airport vehicles, or Tonka toys. Maybe Queen’s Don’t Stop Me Now doesn’t do it for us as a soundtrack. (Apparently this was a late call by the agency) The ad is like the Pixar film ‘Cars’ without the personality. But personality is exactly what an ad like this needs.

It seems that we are not alone in our disappointment. "I just can’t help but think this was the ad agency having one very boring and very expensive w**k at Cadbury’s expense" says TVs worst adverts

Seriously, the gorilla playing trombone would have been better than this. Or maybe we are missing something?

Comments

[Larry]

Felt a bit let down! Think we all had great expectations.

I agree it's missing some 'thing'. Perhaps an x-factor, a 'cult' appeal that 'Guerilla' has.

I suppose racing airport vehicles having fun tries to give something of the 'joyful' and 'unexpected', that our previous drumming guerilla friend did. However, it tries too hard to be clever.

[David]

Quite right. That is a truly awful ad - absolutely nothing going on for product or brand. I wonder if it was designed to pass a link test?

[Shadenfreude]

Far from wanting Fallon to do a great follow up to Gorilla it's such a pleasure to see them crash and burn.Back to strategy in advertising becuase without strategy an ad is just a bad bit of feature film.