Feature

Diary: Web witter

On the Saatchi & Saatchi Flake ad that was canned by Cadbury before it could be aired (from Campaignlive).

- Ross O'Mullane

I think that's quality - memorable and very different to anything out there - and isn't polarising a good thing? Forgive me for being cynical, but I wonder if Cadbury has other plans for this - maybe a viral play?

- Nick Parrish

Polarising is definitely a good thing. A shame that the client didn't have the stones to go with it - would have created a ton of buzz. Like the Fallon bit too, though - very indulgent, so a good fit with the brand.

- Carol Fisher

Oh dear. Presumably the "sell" had been that this creative treatment would "re-energise the brand"; "bring it right up to date" and that international requirements were also well catered for as there would only be a single "super" to change in the final frames: so highly cost-effective as well ...

Then, of course, the director got hold of the script, ignored research findings and any subsequent messages the client may have given at the pre-production meeting about the importance of ensuring that the target audience remained heroines and went off to shoot a 60-second cinema ad that could front his reel.

- A Lesbian Sold You That

The beauty of the classic Flake ads was their innocent suggestiveness. Everyone made the sexual link from the way she put it in her mouth; she was in control, and people liked feeling naughty for looking at in that way. Going OTT and literally having women "gagging to blow a Flake" is not a step forward. No woman likes a dick thrown in her face. Especially me. But I am a lesbian.

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