In the world of advertising, certain commercials rise above the noise to become legendary. One such ad is Cadbury’s now-iconic Gorilla advert, which first aired in 2007. Featuring a hyper-realistic gorilla playing drums to Phil Collins’ “In the Air Tonight”, it was surreal, unexpected, and yet oddly unforgettable. Despite having no spoken dialogue or direct mention of chocolate, it became one of the most effective and beloved commercials in UK advertising history. But why did a drumming ape resonate so widely? And what made this campaign such a cultural phenomenon?
Let’s explore how Cadbury’s Gorilla advert reshaped brand marketing, defied traditional advertising rules, and created a new standard for emotional engagement in commercials.
The Context: Cadbury in Crisis
In 2007, Cadbury was in desperate need of a win. The company had suffered a major Salmonella scare in 2006, leading to product recalls and a drop in public trust. Sales had dipped, and the brand — once known for its feel-good image — found itself associated with negative press.
Cadbury’s marketing team realized they needed a dramatic shift. Traditional product-driven advertising wasn’t going to cut it. They needed to remind people how Cadbury chocolate felt, not just what it was. In other words, it was time to re-ignite emotional connection with consumers.
To achieve this, they turned to Fallon London, an ad agency known for their creative risk-taking. What emerged was something no one could’ve predicted: a 90-second spot starring a gorilla and a drum set.
The Advert: A Drum Solo Like No Other
The Cadbury Gorilla advert opens with a slow zoom into a highly detailed animatronic gorilla sitting in a dimly lit room, staring intently at a drum kit. As the opening bars of Phil Collins’ “In the Air Tonight” play, the gorilla closes his eyes, seemingly absorbing the music. Then, as the iconic drum fill hits, he bursts into a passionate, full-body drum solo that’s both bizarre and hypnotic.
No chocolate. No narration. No visible branding until the final frame, which simply displays the Cadbury logo and the tagline:“A Glass and a Half Full of Joy.”
It was bold. It was weird. And it worked.
The Philosophy: Advertising Without Selling
What made this ad so radical was that it didn’t try to sell anything. There was no product placement, no voiceover, and no list of features. Instead, it evoked an emotion — joy.
Phil Rumbol, then Cadbury’s marketing director, explained that the goal was to create “entertainment that builds emotional bonds with the brand.” Instead of shouting “Buy this chocolate!”, the ad simply made people feel good, and that positive association would naturally transfer to the brand.
The Gorilla was part of a larger campaign theme focused on “Joy.” Cadbury wanted to position their chocolate as something that uplifted, comforted, and delighted — and the Gorilla ad became the perfect metaphor for that feeling.
The Music: Phil Collins and Emotional Timing
A major part of the ad’s success comes down to music. Phil Collins’ “In the Air Tonight” wasn’t just a random choice; it was an emotional anthem — moody, dramatic, and cathartic. When the gorilla finally breaks into the drum solo, viewers experience a sense of release and elation.
The song, first released in 1981, had been popular for decades but gained a new generation of fans thanks to the ad. In fact, sales of the track spiked by over 700% after the commercial aired.
By using a familiar song in an entirely unfamiliar context, Cadbury tapped into both nostalgia and surprise — two powerful emotional triggers.
The Public Reaction: Viral Before Viral Was Normal
When the Gorilla advert debuted on British television in August 2007 during the finale of Big Brother, it immediately caused a stir. Viewers were captivated. Within days, the ad was uploaded to YouTube (by fans, not Cadbury), where it went instantly viral.
Within two weeks, it had over 500,000 views — a massive number at the time. It sparked parodies, remixes, and tributes across social media. The ad even inspired spin-off versions featuring the gorilla playing to different tracks like Bonnie Tyler’s “Total Eclipse of the Heart” and Guns N’ Roses’ “Sweet Child o’ Mine.”
Cadbury had achieved something rare: people were choosing to watch a commercial — and sharing it for fun.
The Impact: Awards, Sales, and a New Legacy
From a business standpoint, the Gorilla ad was a smashing success. Cadbury saw a 9% increase in Dairy Milk sales in the six months following the campaign launch. Even more impressively, brand favorability metrics — particularly among younger audiences — skyrocketed.
The advert won numerous industry awards, including the coveted Grand Prix at the Cannes Lions International Festival of Creativity, often considered the Oscars of the advertising world.
Perhaps more importantly, it reset expectations for what brand marketing could be. The Gorilla wasn’t just an ad — it was a cultural moment. And it helped restore public love for a brand that had been bruised by scandal.
The Legacy: The Gorilla’s Long Shadow
Over 15 years later, the Cadbury Gorilla is still remembered fondly. It’s frequently cited in “Best Adverts of All Time” lists, taught in marketing classes, and analyzed by brand strategists.
The campaign also influenced a generation of advertisers, encouraging brands to embrace emotion-first advertising. Rather than just pushing products, marketers began asking: How do we want people to feel?
Cadbury attempted to follow up with other joyful campaigns, like “Eyebrows” (featuring children dancing with expressive eyebrows) and “Trucks” (featuring racing vehicles set to Queen’s “Don’t Stop Me Now”). While successful in their own right, none reached the cultural saturation of the Gorilla.
Conclusion
Cadbury’s Gorilla advert did more than sell chocolate — it reshaped modern advertising. In a media environment saturated with noise, it stood out by doing something bold, emotional, and unorthodox. It trusted the audience to engage emotionally, rather than beat them over the head with messaging.
The drumming gorilla taught us that feeling matters more than features, and that joy, when authentically delivered, is a better marketing tool than any slogan.
In hindsight, the success of the ad wasn’t just about a gorilla or a drum solo. It was about trusting creativity, breaking rules, and daring to let people smile — and that’s something the marketing world will never forget.
FAQs
1. When did the Cadbury Gorilla advert first air?
The advert first aired in the UK on August 31, 2007, during the final of Big Brother. It marked the start of Cadbury’s “A Glass and a Half Full of Joy” campaign.
2. Who created the Cadbury Gorilla advert?
The ad was created by Fallon London, a British advertising agency known for creative and unconventional campaigns. It was directed by Juan Cabral.
3. What was the gorilla in the advert? Was it real?
No, the gorilla was not real. It was a highly detailed animatronic costume worn by professional actor Garon Michael, who had previously performed in films like Congo and Planet of the Apes.
4. What song is used in the Cadbury Gorilla advert?
The advert features Phil Collins’ “In the Air Tonight”, a song known for its dramatic build-up and iconic drum solo. The song saw a significant sales resurgence after the ad aired.
5. Did the advert increase chocolate sales?
Yes. In the six months following the campaign, Cadbury saw a 9% increase in Dairy Milk sales, alongside a strong improvement in public perception and brand sentiment.
Also read: The Miliband Bacon Moment: How a Sandwich Became a Symbol.