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The Immortal Awards

My Most Immortal Ad: Mariana Peluffo on Cadbury's 'Gorilla'

The Immortal Awards juror and executive creative director of Cheil Central America picks a confectionary classic from Fallon London and Blink Productions

My Most Immortal Ad: Mariana Peluffo on Cadbury's 'Gorilla'

With just a few weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Today, Mariana Peluffo, executive creative director of Cheil Central America, heads back to 2007 and an absorbing ninety second spot from Fallon and Blink for chocolate giants Cadbury...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.


Cadbury 'Gorilla' (2007)


Cadbury's 'Gorilla' spot projects the sense of being completely in the moment and totally unaware of anything else.

The image of a gorilla sitting in a rehearsal studio, playing the drums to Phil Collins' hit "In the Air Tonight" blew my mind.

Usually, we think of babies or little puppies to bring emotions to our target audience, but who would think a big gorilla could do the same.

It was so real that it took me a few seconds to realize that the gorilla was a costume. I watched the spot five times or more, and each time I found another small detail, like the gold tooth when the gorilla growls at the camera or when the air sign turns on, suggesting that the private moment becomes public.

The peculiar thing about this ad is that for almost 60 seconds, nothing really happens, but you can feel that something big is coming up. When he finally starts playing the drums, everything makes sense, and you wish it would never end.

Fourteen years later, I watched the ad again, and it still amazes me. That's the power of immortality.


Credits
Advertising Agency: Fallon London, UK
Creative Director / Art Director / Copywriter: Juan Cabral
Agency Producer: Nicky Barnes
Production Company: Blink Productions
Producer: Matthew Fone
Director of Photography: Daniel Bronks
Editing Company: Final Cut
Editor: Joe Guest
Music: Phil Collins/ EMI
Sound: Wave Studios
Post Production House: MPC

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.


Featured Companies: Cheil Central America

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