Soda - Keeping Curious

Glass and a half full have been at it again. Their new ad sees a giant animated, cocoa bean like wooden head inspire the people in an African township to dance, sing and have a good time. Obviously the crux of the idea is that dairymilk is fairtrade and that the farmers growing the cocoa beans get a fair price for them which makes them happy (we can see that), but you could be forgiven for missing the fairtrade logo at the end.

However, although I could wax lyrical about the ad creative till the cows come home that’s not what really excites me about this. If you watch it and pay full attention at the start then you will notice ‘Glass and a Half Full PRODUCTIONS’ has been replaced by ‘Glass and a Half Full RECORDS’. Cadburys have used this platform to release a record, ‘Zingolo feat. Tinny’, which is available for download on iTunes and which all the profits go to Care International. Genious!

We know the face of television advertising is changing and that people are more sceptical and savvy than they used to be, so anything that brands can do to grab your attention is definitely a plus. And we know that records can have huge success off the back of use in an ad (think Jose Gonzalez and the sony bravia commercial), so to combine the two and do this is a clever concept and to top it off a charity benefits off the back of it.

I thought the guys at Cadburys had set a bar for themselves after the gorilla ad (and to be honest the 2 that followed didn’t really hit the mark) but this time they have definitely scored with me. Sorry Galaxy but I’m back on the Dairymilk.