Ad Nut
Feb 12, 2016

Cadbury dairy milk uses puppeteers to indulge in chocolate

From India: "Kiss me...close your eyes” from Cadbury by Ogilvy and Mather

 Cadbury dairy milk uses puppeteers to indulge in chocolate



Ad Nut likes chocolate. It's not a typical squirrel's diet but Ad Nut is no ordinary squirrel. Ad Nut also likes the personalised Cadbury packaging for Valentine's Day but isn't so sure about the ad with puppets. It could have been better if the puppeteers had actually been part of the act rather than appear so "staged" and obviously edited. The execution of the video feels somehow at odds with what it's trying to achieve and loses its intended effect. Watching it, the video really does feel like an ad and Ad Nut feels an opportunity was lost to make it a bit more than that. But at least the chocolate looks good.

Press release quotes:

Prashant Peres, marketing director for chocolates, Mondelez India:

"Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

Zenobia Pithawalla, executive creative director, Ogilvy and Mather:

“The task was to show when you want to have a Cadbury Dairy Milk Silk, you've got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can't resist a Silk craving.”



Related Articles

Just Published

15 hours ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

15 hours ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

16 hours ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

16 hours ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.