TBWA GGT Simons Palmer has created a new commercial to celebrate 40
years of famous Cadbury’s Flake advertising.
The ad is designed to bring the series of suggestive ads up to date and
features clips of Flake girls over the years, ending with the 1999
It opens on a black-and-white clip with a girl biting into a Flake and
the caption, ’Flake 59’. It then runs through various generations and
incarnations - from the demure style of the 60s to the brash colour of
’waterfall’ in the mid-80s and the 90s glamour of ’bath’.
As the Flake story reaches the late 90s, the action cuts to a young girl
lying in a garden at the height of summer.
As she bites into her Flake, the camera pulls back to reveal that the
chocolate bar is stuck into an ice-cream cone and the caption ’Flake 99’
appears. The camera then pulls back to reveal that the girl is enjoying
her moment of indulgence in a roof garden in the centre of Paris.
Mark Smith, the marketing director at Cadbury, said: ’We are very
pleased with the ad that TBWA has created. The new film captures all of
Flake’s brand personality in a way that brings added relevance to a new
generation of Flake consumers.’
Trevor Beattie, the creative director at TBWA, added: ’Cadbury’s Flake
is part of advertising folklore. The campaign has always held a place in
the public’s hearts. It’s great to be a part of that. The happy
coincidence offered up by 1999 was just too good to miss.’
The commercial breaks on terrestrial and satellite TV on 1 June, backed
by a media spend of pounds 2 million. It was written by Beattie and art
directed by Bil Bungay. The director was Thomas Krygier of Krygier
Hirschkorn and media planning and buying is handled by Carat.
The original Cadbury’s Flake ad was created at Leo Burnett by the art
director, Norman Icke, and the copywriter, Bob Stanners. The account
moved to GGT in 1987 and the campaign was last on TV five years ago.