Ad Breakdown The Magazine's review of advertising With TV broadcasters in meltdown over hoaxes and fakery scandals, many advertisers have continued to flirt with the viewer over what is real and what is not. And yes, drumming gorilla, that includes you.
Ad Breakdown The Magazine's review of advertising With TV broadcasters in meltdown over hoaxes and fakery scandals, many advertisers have continued to flirt with the viewer over what is real and what is not. And yes, drumming gorilla, that includes you.
Ad Breakdown traditionally charts some of the highlights and lowlights at the end of the year. Whatever the ongoing debate about standards in TV, it's clear that adverts being what they seem to be still appeal to viewers. And as advertisers try harder than ever to make adverts which people want to watch - and not skip past with their Sky+ or digital video recorder - it's been a rich seam for exploration.
Ad Breakdown traditionally charts some of the highlights and lowlights at the end of the year. Whatever the ongoing debate about standards in TV, it's clear that adverts being what they seem to be still appeal to viewers. And as advertisers try harder than ever to make adverts which people want to watch - and not skip past with their Sky+ or digital video recorder - it's been a rich seam for exploration.
Sony again followed its theme of reality ads (after dropping tons of balls down San Francisco hills and exploding paint over an empty Glasgow tower block) by creating a dream-like animation of hundreds of multi-coloured rabbits jumping all over New York.
Sony again followed its theme of reality ads (after dropping tons of balls down San Francisco hills and exploding paint over an empty Glasgow tower block) by creating a dream-like animation of hundreds of multi-coloured rabbits jumping all over New York.
It's a massively impressive sight, timed perfectly to the Rolling Stones' She's A Rainbow, and from the opening seconds the viewer is asking him or herself how real it is. Did they really go to all that trouble of making an intricate stop-motion animation in the middle of Manhattan? The fleeting images of reactions from passers-by indicate to the viewer that, yes, this was for real and for most viewers that will be evidence enough.
It's a massively impressive sight, timed perfectly to the Rolling Stones' She's A Rainbow, and from the opening seconds the viewer is asking him or herself how real it is. Did they really go to all that trouble of making an intricate stop-motion animation in the middle of Manhattan? The fleeting images of reactions from passers-by indicate to the viewer that, yes, this was for real and for most viewers that will be evidence enough.
Face of 2007A supporting website and behind-the-scenes movie (now customary for epic adverts like this) give some facts and figures - that the rabbits were made of foam and wire, that 40 animators rehearsed for a week to make the filming go smoothly, and that because the models were switched from one position to another, there were "never any wasted rabbits". So, animal-friendly too.
Face of 2007A supporting website and behind-the-scenes movie (now customary for epic adverts like this) give some facts and figures - that the rabbits were made of foam and wire, that 40 animators rehearsed for a week to make the filming go smoothly, and that because the models were switched from one position to another, there were "never any wasted rabbits". So, animal-friendly too.
Pure ecstasy
Pure ecstasy
Some traits of the advert - the colours, the crafting, the have-a-go foolhardiness of the task - were also seen in the Skoda Fabia built from cake, icing and jelly. Another well-chosen soundtrack - Julie Andrews' My Favourite Things - makes it even more compelling. As Ad Breakdown reader Clare Baker of Devizes noted: "It becomes more amazing every time I watch it as you pick up on new details you missed the first time."
Some traits of the advert - the colours, the crafting, the have-a-go foolhardiness of the task - were also seen in the Skoda Fabia built from cake, icing and jelly. Another well-chosen soundtrack - Julie Andrews' My Favourite Things - makes it even more compelling. As Ad Breakdown reader Clare Baker of Devizes noted: "It becomes more amazing every time I watch it as you pick up on new details you missed the first time."
"Everytime this advert appears on our television the whole family seems to stop what they are doing," Samantha from Exeter added. "My children always say 'mummy please can we have one of those', of course meaning the cake car. My husband has a look upon his face of pure ecstasy, cravings to sink his sweet tooth into the car. I myself often think about taking a bite of the jelly brake-lights."
"Everytime this advert appears on our television the whole family seems to stop what they are doing," Samantha from Exeter added. "My children always say 'mummy please can we have one of those', of course meaning the cake car. My husband has a look upon his face of pure ecstasy, cravings to sink his sweet tooth into the car. I myself often think about taking a bite of the jelly brake-lights."
It was the cake's reality which made the advert so appealing - but being real the cake went off under the heat of the studio lights and had to be dumped before it could be distributed to the needy.
It was the cake's reality which made the advert so appealing - but being real the cake went off under the heat of the studio lights and had to be dumped before it could be distributed to the needy.
Rob Mortimer, who writes an advertising blog, Ad-Pit, says the desire to make adverts look too big can detract from what is trying to be achieved. The Guinness advert - which like Sony has a heritage to keep up - showed lots of dominoes stacked up and ready to topple. Gradually larger items are felled - cars, mattresses, flaming hay bales - culminating in books opening to make a massive pint of Guinness.
Rob Mortimer, who writes an advertising blog, Ad-Pit, says the desire to make adverts look too big can detract from what is trying to be achieved. The Guinness advert - which like Sony has a heritage to keep up - showed lots of dominoes stacked up and ready to topple. Gradually larger items are felled - cars, mattresses, flaming hay bales - culminating in books opening to make a massive pint of Guinness.
One favourite thingIt was, says Mortimer, almost too grand. "It's too big," he says. "It's a visual spectacle, but it doesn't quite have the charm that we expect from Guinness adverts."
One favourite thingIt was, says Mortimer, almost too grand. "It's too big," he says. "It's a visual spectacle, but it doesn't quite have the charm that we expect from Guinness adverts."
Though beguiling, the advert is really no more than a reworking of that modern classic, Honda's Cogs in which a sequence of car parts set each other off. Orange seemed to try a similar effect with its Continuous Colours advert in which a girl lifting a flag starts a woman drawing a line with similar coloured crayons which then sets off streamers.
Though beguiling, the advert is really no more than a reworking of that modern classic, Honda's Cogs in which a sequence of car parts set each other off. Orange seemed to try a similar effect with its Continuous Colours advert in which a girl lifting a flag starts a woman drawing a line with similar coloured crayons which then sets off streamers.
Three of these four adverts mentioned so far were made by the same company, which must have been the cause for a good Christmas party in that office.
Three of these four adverts mentioned so far were made by the same company, which must have been the cause for a good Christmas party in that office.
And the same firm was responsible for the advert which sits astride the year like a sweaty drummer on a tiny stool - Cadbury's Gorilla. It is destined to be the one image from 2007 that advertising histories will not be able to ignore.
And the same firm was responsible for the advert which sits astride the year like a sweaty drummer on a tiny stool - Cadbury's Gorilla. It is destined to be the one image from 2007 that advertising histories will not be able to ignore.
So dominant was it that tabloids and broadsheets alike wrote about it - even cited when Cadbury financial results were announced. Children In Need's Pudsey attempted a half-hearted tribute. Phil Collins found himself back in the record shops.
So dominant was it that tabloids and broadsheets alike wrote about it - even cited when Cadbury financial results were announced. Children In Need's Pudsey attempted a half-hearted tribute. Phil Collins found himself back in the record shops.
And yet even there the theme of reality is not far away. Who can admit that it never, even for a moment, crossed their mind that it might have been a real gorilla? Its movements seem so natural, especially its nostrils flaring. But it was artifice - a man in a gorilla suit, albeit one of the world's most accomplished gorilla impersonator, Garon Michael, whose previous work includes Congo and Planet of the Apes.
And yet even there the theme of reality is not far away. Who can admit that it never, even for a moment, crossed their mind that it might have been a real gorilla? Its movements seem so natural, especially its nostrils flaring. But it was artifice - a man in a gorilla suit, albeit one of the world's most accomplished gorilla impersonator, Garon Michael, whose previous work includes Congo and Planet of the Apes.
Cadbury itself describes the suspense as the gorilla stretches and breathes deeply thus: "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."
Cadbury itself describes the suspense as the gorilla stretches and breathes deeply thus: "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."
Some critics will no doubt wonder why Cadbury's should have gone with this advert. What's it got to do with chocolate? Couldn't it equally be for the Bradford and Bingley? But Rob Mortimer says that as well as reminding him of some of advertising's great characters (like George the Hofmeister bear), the gorilla is part of a line back to one of Cadbury's most famous works - the Flake girl in the bath.
Some critics will no doubt wonder why Cadbury's should have gone with this advert. What's it got to do with chocolate? Couldn't it equally be for the Bradford and Bingley? But Rob Mortimer says that as well as reminding him of some of advertising's great characters (like George the Hofmeister bear), the gorilla is part of a line back to one of Cadbury's most famous works - the Flake girl in the bath.
"It's about taking the time for yourself, capturing the moment. It's more energetic and more masculine, but in some ways this is the Male Flake."
"It's about taking the time for yourself, capturing the moment. It's more energetic and more masculine, but in some ways this is the Male Flake."
Is there any higher accolade that can be paid?
Is there any higher accolade that can be paid?
And the rest...
And the rest...
Some final thoughts on those ads you would skip past, and those you would rewind to watch again.
Some final thoughts on those ads you would skip past, and those you would rewind to watch again.
SKIP
SKIP
PCWorld - Battering us into submission by being shown a massive number of times. Makes you wish the giant cursor finger would click Quit.
PCWorld - Battering us into submission by being shown a massive number of times. Makes you wish the giant cursor finger would click Quit.
DFS - Adverts have been cited in previous years for being naff - so this year they have hired Stuart Maconie for a bit of aural street cred. What does it do for Brand Maconie, though?
DFS - Adverts have been cited in previous years for being naff - so this year they have hired Stuart Maconie for a bit of aural street cred. What does it do for Brand Maconie, though?
M&S - Persisting with its "this is not just food" campaign - two years after this column noted it was becoming a wearisome and parodied by I'm Sorry I Haven't a Clue. This is not just boring...
M&S - Persisting with its "this is not just food" campaign - two years after this column noted it was becoming a wearisome and parodied by I'm Sorry I Haven't a Clue. This is not just boring...
WKD - Being mean isn't funny in itself, you know. But judging by the number of spoofs made it's hitting the mark with someone.
WKD - Being mean isn't funny in itself, you know. But judging by the number of spoofs made it's hitting the mark with someone.
Apple - for its Mac v PC series starring Mitchell and Webb. Not a patch on the original US versions.
Apple - for its Mac v PC series starring Mitchell and Webb. Not a patch on the original US versions.
REWIND
REWIND
M&S - Adding Myleene Klass and now Antonio Banderas to the line-up has given the show's clothing campaigns an air of knowingness and helped it move on from the "make or break" years.
M&S - Adding Myleene Klass and now Antonio Banderas to the line-up has given the show's clothing campaigns an air of knowingness and helped it move on from the "make or break" years.
Vodafone - on two counts. One for showing watch parts raining out of the sky, to the accompaniment of Little April Showers from Bambi. Two for the 'Time Theft' advert where a man's romantic lunchtime meetings mysteriously disappear and he finds himself back in his bland office.
Vodafone - on two counts. One for showing watch parts raining out of the sky, to the accompaniment of Little April Showers from Bambi. Two for the 'Time Theft' advert where a man's romantic lunchtime meetings mysteriously disappear and he finds himself back in his bland office.
E.on - selling the idea of wind power, a seaside town gets taken over by almighty winds lifting people off the ground - done in a way that it's all a cause for fun.
E.on - selling the idea of wind power, a seaside town gets taken over by almighty winds lifting people off the ground - done in a way that it's all a cause for fun.
Mail on Sunday - a battlefield clash between men armed with remote controlled cars, and women unleashing baying Chihuahuas. Harmony breaks out as the women read one of the newspaper's supplements and the men read another. Probably Ad Breakdown's favourite advert of the year - and especially welcome since most newspaper advertising is about the latest Bananarama CD giveaway.
Mail on Sunday - a battlefield clash between men armed with remote controlled cars, and women unleashing baying Chihuahuas. Harmony breaks out as the women read one of the newspaper's supplements and the men read another. Probably Ad Breakdown's favourite advert of the year - and especially welcome since most newspaper advertising is about the latest Bananarama CD giveaway.
Ad Breakdown is compiled by Giles Wilson
Ad Breakdown is compiled by Giles Wilson
Your views and verdicts on the year's adverts are, as is traditional, welcome below.
Your views and verdicts on the year's adverts are, as is traditional, welcome below.
The M&S fifties style advert for clothes just re-emphasises my judgement that M&S clothes are stuck in the past and aimed at older generations.Ophelia Vrij-Tottey, Newbury
The M&S fifties style advert for clothes just re-emphasises my judgement that M&S clothes are stuck in the past and aimed at older generations.Ophelia Vrij-Tottey, Newbury
Opinion is a great thing - the Vodafone watch parts and the E.on advert were two of my biggest skipverts of the year! Bill Turner, Bristol
