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Charles Frith

"The changing expectations."

That's just how I see it. It might not be right forever but right now its right.

Everything is contextual.

NP

It's great...and I wonder if there was an objective to connect with a younger demographic....

Charles Frith

Its also a much more masculine execution for what was always considered a female chocolate.

Julien Coulter

You know you have done well, when people not only watch, but start to interact with the piece. We have talked about leaving the story open just enough for people to participate and add there own layer(s), but if it is interesting enough they will open that door themselves. I liked this drum sync effort. http://video.google.com/videoplay?docid=-2468161219343293533

Leland M

I'm stratling the "Great vs Sucks" debate on this one.

On one hand, it's great for us advertisers for the exact reasons you said, "getting clients to understand the changing expectations of content and media and the need to move away from messaging and persuasion." High five to Fallon for that.

But when I first watched it, as a regular Joe, I thought, I kept tryin to figure out the hidden wit/cleverness/joke.

The average person would watch this the same way.

But when it ended, I thought "WTF?!?" I didn't get it. In fact, I was frustrated with it BECAUSE I didn't get it. I needed the punchline to enjoy the moment.

Again, I think the average person would/will feel the same way.

But, like me, I don't know if regular people will get it. It feels as if this is an "inside joke" of sorts that only industry people will get/appreciate.

jyothsnay

I am sorry.am not at all amused or entertained by this ad...well, would certainly laud the brave attempt of using a "non-human" device, i.e. a contemplating, amiable and driven gorilla to get people talk about the legendary brand and enhance the retention power for it ...I wonder, does this require at all?
or is it an attempt to appropriate the emotive space "a moment filled with joy"? if yes, would this be reinforced further by a series of campaigns?

Any food brand, these days, goes beyond mere eating experience and tries to capture the emotive space as commanded by a human need. And when a theme campaign attempts at this, do not you think humans are the best formats to capture a compellingly strong emotional picture?
I still remember "Coke Bear ads" reaching out to the moon and it had perfectly communicated the human need in a fairly simple manner. I am sorry, this ad does not work for me
Interestingly, in India, this legendary brand captures human emotions quite well..this is quite an old campaign, but what a piece, sure did change the attitude towards "consumption of chocolates"by showing adults {a grown up does no longer feel embarrassed when the world sees him or her having a chocolate..},which was perceived as kid's territory
http://www.youtube.com/watch?v=485lz0ZEwEw

@the changing expectations of content and media....appreciate that, but could have been done wthin the human space? are people so fed-up with seeing humans on the tube time and again?

jyothsnay

just an essential factor..
the business, the environment is changing for better,the consumer fatigue is scaling newer heights...then, it's far more critical for us, brand thinkers+custodians to stumble upon an idea that engages the audience n create a glue-like appeal, rather than be a flashlight that just appeals to crowds...
people (they have real needs) are different from crowds (they cheer the performance and then walk back home)

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