Cadbury's Williams likens 'Keith' to 'gorilla'

Cadbury's new "Keith" ad is one of the best ads the brand has ever done, according to Matthew Williams, the marketing activation director at Mondelez International, who has likened it to "eyebrow dance" and "gorilla".

The chocolate brand has scrapped its "joyville" campaign in favour of a new lighthearted ad showing a logistics manager lip-syncing to Bacarra’s ‘Yes Sir, I Can Boogie’, which is playing as hold music.

Williams said: "From our perspective Cadbury has always been about bringing joy. Every moment of joy is a moment that puts a smile on your face, a moment that lifts spirits. We’ve never tried to pretend that it could change the world.

"The ad is about little moments of spontaneous joy. If you look at our most successful ads like eyebrow dance and gorilla that’s what been at the heart of them.

"This is one of best ads that we’ve done. We hope that people see a little speck of joy."

At Fallon the creative was Tom Chancellor and Blue Source directed the spot through MJZ.

"Gorilla", also created by Fallon, won the film Grand Prix at the Cannes Lions in 2008.