From YouTube.
You can't rebuild love with facts; joy is what a chocolate bar is actually for.
A gorilla savouring, then nailing, the drum fill in Phil Collins' 'In the Air Tonight' — no chocolate, no words.
The Stupid/Smart of it
Stupid: Answering a salmonella trust-crisis with zero product and zero explanation; the client nearly killed it.
Smart: Nonsense for a chocolate ad — but it's pure joy, which is the truth, so it lands as inevitable.
'A glass and a half of joy' is Cadbury's own equity; the film IS the product, not borrowed. Earned.
An irresistible air-drum earworm everyone shares → became the 'Glass and a Half Full Productions' platform.
The four seconds of the gorilla's face before the drum fill. Nothing in the strategy asks for a pause; the pause is the whole ad.
Craft-poweredIt dies when described. It only exists once made. Has to be seen to work.
The devices behind this one, from our library of ways in: