The latest bit of genius from the man who brought us Sony Bravia's "balls"? Or a steaming heap of poo that slipped under the radar from the man who brought us Sony Bravia's "balls"?
It looks to me like 90 seconds of profligate nonsense which has nothing to do with Dairy Milk (it's not even featured), and needs a start and end frame to tell you what the brand is. But I admit that it is technically outstanding.
I like the acknowledgement that the brand is enjoyed by blokes as well as women. In the past, Dairy Milk's advertising has been either feminine or gender neutral. This is an ad for lads of the Nuts generation. Pointless, but funny.
Even if I was starving, this ad wouldn't make me want to eat Cadbury's chocolate.
It's so obviously brilliant, there's no need to do a Private View-style description of what makes it brilliant. But it does force the question: what does an agency have to be like to produce work like this? First, someone has to have the balls to say: "Cadbury's Dairy Milk equals joy, and that's it." Second, a culture that says the creatives are always right. This ad would have been difficult to sell. At the majority of agencies, the account people would refuse to even present it to the client. And three, the creatives have to be right, time after time. It seems at Fallon, they are.