Gorilla Advert Analysis

Produced in 2007, Cadbury’s Gorilla Advert was a 90 second television and cinema advert, which formed a captivation centre piece for their new marketing campaign. Through the clever use of themes, stereotypes, SFX, style and the impacting use of visual elements, Cadbury have enticed the audience to first hand experience the “glass and a half full of joy.”

The sustained use of unconventional methods flow nicely with the stereotypes and overall themes of the advertisement. Preceding the drum solo, the gorilla appears to be imposing and harsh towards the start. Perhaps representing an infuriated child waiting for chocolate. Deduced from the facial expressions and the melodic gestures of the gorilla, the drum solo paired with the iconic Phil Collins soundtrack becomes a symbol of happiness and joy, much like a child's expectancy and joy from chocolate. Predominately targeted at the primary chocolate consumers, aged 4 to 16, it is also likely to attract audiences aged 40-60 for the renowned soundtrack and many stereotypical links to Cadbury’s 1993 Flake advertisement (link below.) Many critics believe the gorilla is a more …show more content…
The purple wall in the background is used to reiterate the brand while providing a connotation of royalty and richness. The silver drum kit also serves the same purpose to firstly, signify the inside of the chocolate bar packaging and to conjure a bold image of the company without producing a distraction. Clear and simple lighting is used to provide focus on the gorilla’s emotions while avoiding distractions once more. The use of CU and ECU shots are used to provide suspense alongside the pace of the shots - slow and focused at the start, to fast pasted and exciting towards the end. This reminds the audience once more of purchasing a chocolate and the contentment of consuming