Domingo, 2 de Setembro de 2007

Eh? Come again?!

A <a name='incorrect' class='incorrect'>Glass</a>  <a name='incorrect' class='incorrect'>And</a>  A <a name='incorrect' class='incorrect'>Half</a>  <a name='incorrect' class='incorrect'>Full</a>
...porque ao dizer algo, o efeito surpresa se desvanece, cliquem imediatamente na imagem para se...surpreenderem.

We open on purple recording studio wall.
A title appears: A Glass and a Half Full Production.
We start listening to the first sounds of 'In The Air Tonight' by Phil Collins.

The camera slowly pans down as we hear the keyboard's atmospheric intro. When we start listening to the first lyrics we spot a hairy thing in the edge of the frame. As the camera keeps panning, the mysterious figure gets revealed.

We realize that in front of us is a gorilla.It looks calmly to camera. Phil continues singing: 'I can feel it coming in the air tonight.'

The massive Gorilla stares at us - concentrated.
We are almost sure that he knows we are filming him, but his eyes look through and beyond the lens. 'I've been waiting for this moment for all of my life.'

The gorilla focuses back on the camera. All we see is neck and head . And hair.

The camera gently zooms out revealing the Gorilla's surroundings. We see more of the studio.
And we discover a series of metallic things around him.

We realize that the Gorilla is sitting in front of a massive drum kit. One of those Eighties big kits with loads of things to hit. Loads of tom-toms, hi-hats, double bass drum, etc.

We know that the best drum solo in the whole history of rock - ever - is coming. The Gorilla knows it too.

The Gorilla hits the drums with passion and vigour. Elegance meets power. He's phenomenal on the drums - feeling every beat.

The camera leaves the ape and his drum kit in the studio.

The screen fades to purple. We see a Cadbury Dairy Milk bar of chocolate appear above the words 'A Glass and a half full of Joy'  (1)

Drumming gorillas , Phil Collins and Glass And A Half Full Productions?

Well it just seemed like the right thing to do. There's no clever science behind it - it 's just an effort to make you smile , in exactly the same way Cadbury Dairy Milk does. And that's what we aim to continue to do; simply make you smile . So if a drumming gorilla's not enough, wait until you see what else we have up our sleeves. (2)

"...the campaign is worth £9m, making it the biggest spend on chocolate for many years. Yet the new commercial does not show chocolate;it doesn't show people eating chocolate; throughout its full 90 seconds, it doesn't mention the C word once."

publicado por Ridwan às 02:53
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6 comentários:
De Joao a 5 de Setembro de 2007
WTF?--- O macaco, o chocolate, o Phil Collins... You lots me there.
De Ridwan a 5 de Setembro de 2007
"You lost me there",provavelmente deve ter sido a frase que os criativos da campanha mais ouviram quando apresentaram a ideia.

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