ITV 50 Years of Fame: Private view - Cadbury

"Everyone's a Fruit & Nut case ..." epitomises all that was so eccentric, frivolous, unspoiled and wonderfully British about advertising in the 70s (1).

A dapper Frank Muir chirrups through the song and addresses the audience at home at the end of the spot with the cheeky line: "Good tune, isn't it?"

If you remember this campaign, I'm sure you will still love it and love its association with an advertising industry that was generating so many entertaining commercials at the time (along with long lunches and hefty annual pay rises).

The execution looks a bit dated now. If it were modernised, I'm sure it could still run today. Imagine the opportunity for viral executions.

(As a media person, and an old one at that, I can never understand why great campaigns get ditched so regularly.)

The Milk Tray ad "avalanche" is silly, memorably silly, but still silly (2). It captures the world of James Bond, excessive romantic gestures and 80s extravagance in general. I think it was Benny Hill who commented on this spot and said: "... and he doesn't even hang around and give her one."

The Finger of Fudge ad looks and sounds strategically spot on with an endearing ditty that starts: "A Cadbury's Fudge is just enough to give your kids a treat", and finishes: "It's full of Cadbury goodness and very small and neat." (3) It's a bit too trite for me. I showed it to my children and they didn't like it either. (OK, the ad is clearly aimed at mums, but you need to get the kids on side as well.)

It's difficult to know where to start when talking about the legendary Flake campaign (4). It couldn't exactly be described as subtle; beautiful, pouting and sexy women; full-on erotic imagery and sultry music. Unbeatable and every media man's favourite.

I suspect that if this script was recommended now it would be regarded as potentially demeaning, unlikely to get BACC approval and a bit naff in general. But when the campaign ran, it worked, and, far from being demeaning, it seemed to endorse the theory that many women prefer chocolate to sex. And on the evidence of this, who can blame them?

The "how do you eat yours?" campaign for Creme Eggs, which uses animated clay figures representing each sign of the zodiac, is great (6). Unusually, it benefits from regular, but shorter time-length executions - also a media man's dream. It is also really versatile and moved Creme Eggs out of the Easter-only ghetto. This is arguably more than the product deserves - sorry, I don't find the confectionery anything like as appetising as the advertising.

Finally, Crunchie (5). This ad uses animation again to the tune of I'm So Excited by The Pointer Sisters. I never quite got the Friday thing but, in talking to the experts (my children), they loved it and it was their favourite by some margin. I'll go with consumer research and vote it a hit.

Crunchie, like all the other ads in this reel, has a joyful energy about it. These are confident and entertaining commercials. Media people like working on these campaigns, which is not insignificant.

But these ads were all made in an era before concerns about obesity, how people are portrayed in ads, and any number of other current social issues. It's all a bit more serious now. Ironically, however, in our world of media, with TiVo, zapping and all sorts of other modern gizmos around, it's never been more important for ads to entertain.

1. FRUIT & NUT Title: Frank Muir Agency: Young & Rubicam Year: 1978 2. MILK TRAY Title: Avalanche Agency: Leo Burnett Year: 1983 3. FUDGE Title: Hide and seek Agency: Foote Cone & Belding Year: 1984 4. FLAKE Title: Bath Agency: GGT Year: 1991 5. CRUNCHIE Title: Friday feeling Agency: Euro RSCG Year: 1991 6. CREME EGG Title: Zodiac - how do you eat yours? Agency: GGT Year: 1991

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