Glass Half Full Productions
With the amount of advertising that consumers are bombarded with daily, getting messages across is becoming increasingly more difficult and the need for creativity is becoming more apparent. Messages need to be `encoded` in a suitable format to reach audiences in the most effective way possible, while at the same time avoiding barriers or `noise` from similar adverts and messages being produced at the same time.
Advertising agent Fallon have come up with an ingenious way of adverting Cadburys Dairy Milk by giving us The Half Glass Full Productions.
The first wave of its quirky adverts came back in 2007 with the drumming gorilla preparing for his big solo to the Phil Collins classic, In The Air Tonight. On the surface, an advert like this should not work, the message is inconsistent to what the product actually is, i.e drumming gorillas are in no way connected to chocolate. Not once was chocolate mentioned and not once did the advert promote chocolate by showing people enjoying eating it. Cadburys is so well known however, that realistically, it does not need to be promoted in the conventional sense.
What the advert did do, much to the distaste from some more conventional advertisers,was create talkability for the product. In its own right the drumming gorilla became a phenomenon. It was by no accident that the gorilla advert became a viral sensation, seen many times over on YouTube, either in its original form, or as a parody mocked up by wannabe movie-makers. This didn't matter because in whatever form it was produced, it was reaching new audiences and being talked about everywhere.
The short film took advertising to a new level. It shows the success that is possible by sending messages totally unrelated to the product to an audience, who, without verbal, visual and very little written association, without thinking, associate that intense gorilla on its drum-set with Cadburys Dairy Milk chocolate.
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