When it comes to unforgettable ads, few can rival the impact of the Gorilla Cadbury commercial. First airing in 2007, this bold and unexpected ad campaign became an instant cultural phenomenon — and helped reposition Cadbury as a fun, emotional brand rather than just a chocolate company.
In this article, we’ll dive into the story behind the Gorilla Cadbury advert, why it became so iconic, and the lessons marketers still learn from it today.
What Is the Gorilla Cadbury Commercial?
The Gorilla Cadbury commercial is a famous television advertisement featuring a gorilla passionately playing the drums to Phil Collins’ hit song “In the Air Tonight.”
Key Highlights:
- Brand: Cadbury Dairy Milk
- Agency: Fallon London
- First aired: August 31, 2007 (UK)
- Length: 90 seconds
- Director: Juan Cabral
Rather than directly advertising chocolate, the ad focused on pure emotional connection, portraying joy in its simplest form — something Cadbury called “a glass and a half full of joy.”
The Story Behind the Gorilla Advert
Purpose:
Cadbury was trying to recover from a salmonella contamination crisis and a damaged brand reputation in 2006. They needed a bold, positive campaign that would:
- Rebuild public trust
- Reposition Cadbury Dairy Milk as joyful and indulgent
- Create an emotional, memorable experience
Concept:
Instead of showing chocolate or traditional branding, the ad shows a gorilla (man in a realistic costume) sitting patiently before launching into an emotional drum solo — synced perfectly to the iconic drum break in Phil Collins’ “In the Air Tonight.”
It ends with only the simple Cadbury logo and tagline.
Why the Gorilla Cadbury Commercial Was So Successful
Success FactorImpactSurprise and HumorCaptured attention immediatelyEmotional ConnectionTied joy to the brand, not just the productViral ShareabilityOne of the early viral videos before social media explodedMinimal BrandingBuilt curiosity and audience engagementTimeless Music ChoiceLeveraged a nostalgic, emotional song for impactThe ad showed that emotional storytelling and entertainment could be far more powerful than traditional product-driven advertising.
Awards and Impact
The Gorilla ad was a massive success:
- Increased Cadbury Dairy Milk sales by over 9%
- Won multiple awards, including Cannes Lions Grand Prix
- Voted one of the UK’s favorite adverts of all time
- Sparked multiple spin-offs and parodies
It also shifted the advertising landscape, encouraging brands to take creative risks and trust audiences to connect emotionally without heavy-handed selling.
Fun Facts About the Gorilla Ad
- The gorilla suit was created by special effects experts known for Hollywood films.
- Actor Garon Michael, who specialized in playing primates, portrayed the drumming gorilla.
- Phil Collins’ “In the Air Tonight” saw a surge in digital downloads after the ad aired.
- Cadbury followed up with other joyful ads, like “Trucks” and “Eyebrows.”
Conclusion
The Gorilla Cadbury commercial stands as one of the boldest and most successful examples of emotional advertising ever created. By breaking every “rule” of traditional marketing — no product shots, no hard selling — Cadbury reminded the world that sometimes, joy itself is the best brand message.
Even years later, the drumming gorilla remains a symbol of how creative risk, great storytelling, and emotional resonance can transform a brand’s image forever.
FAQs
1. What is the Gorilla Cadbury advert about?
The Gorilla Cadbury advert features a gorilla passionately drumming to Phil Collins’ “In the Air Tonight,” symbolizing pure joy without directly promoting chocolate.
2. Who made the Gorilla Cadbury commercial?
The advert was created by the Fallon London advertising agency and directed by Juan Cabral.
3. When did the Gorilla Cadbury advert first air?
The commercial first aired in the UK on August 31, 2007.
4. Was a real gorilla used in the Cadbury advert?
No, a human actor in a highly realistic gorilla suit performed the drumming in the advert.
5. What was the impact of the Gorilla Cadbury advert?
The ad significantly boosted Cadbury’s Dairy Milk sales, repaired brand reputation after a crisis, and became one of the UK’s most beloved commercials.